Wearing traditional dress and sheltering under umbrellas, Bhutanese queued patiently at polling stations in the isolated Himalayan nation in the first round of voting to determine the lower house of parliament.
"There are so many pledges in their (politicians') manifestos but basically what we expect is a government that can bring about happiness to the people and at the same time economic development," said Chimi Dorji, 35, as he waited to vote in Dopshari village, about an hour-and-a-half drive from the capital Thimphu.
Bhutan is the only country in the world to pursue "Gross National Happiness", a development model that measures the mental as well as material well-being of citizens.
Other policies that set the country apart include banning television until 1999 and keeping out mass tourism to shield its Buddhist culture from foreign influence.
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While the electorate comprises fewer than 400,000 people, voting is a huge logistical challenge across the rugged country, where democracy was ushered in just five years ago after Bhutan's "dragon kings" ceded absolute power.
In the run up to the poll, officials trekked for up to seven days to reach voters in the most remote corners of the country.
"Because the monsoon period has started people may face a little difficulty in climbing the mountains... But as of now all are set and ready," Sherab Zangpo, a spokesman for the Election Commission of Bhutan, told AFP.
Voters will choose from four parties in today's primary round of voting for the National Assembly.
The two most popular parties will then contest a run-off round on July 13 to form the next government.
Many took the secret ballot seriously and were unwilling to disclose their vote, but true to Bhutan's reputation, happiness was high on the agenda.
In the country's first election in 2008, the centre-right Druk Phuensum Tshogpa (DPT) won a huge landslide and secured 45 of 47 seats available against the People's Democratic Party.
This time two new centre-left parties are joining the contest, both led by women, but the DPT is generally expected to win again through its popularity with rural communities, which make up about 70 per cent of the population.