Yeewong is Bhutan's first and only women's and lifestyle magazine, founded in 2009 by Sonam Pelden. Published quarterly in English by Yeewong Design & Publishing, the magazine covers women's issues, culture, and contemporary Bhutanese life, and has expanded into a multimedia company encompassing podcasts, video production, and travel content.
Yeewong is Bhutan's first and only women's and lifestyle magazine, founded in 2009 by Sonam Pelden. Published quarterly in English by Yeewong Design & Publishing, it is based in Thimphu and distributed nationally. The name "Yeewong" is a Dzongkha term meaning "something that appeals to the heart" or "something charming," reflecting the publication's mission to celebrate every aspect of womanhood with a particular focus on the women of Bhutan. Since its first issue, Yeewong has grown from a print magazine into a multimedia brand encompassing podcasts, video production, and travel content.[1]
Yeewong emerged at a time when Bhutan's media landscape was still developing. The country's first newspapers beyond Kuensel had appeared only in 2006, and television had been introduced just a decade earlier in 1999. The launch of a dedicated women's magazine represented a significant expansion of Bhutanese publishing into lifestyle and gender-focused content. In a media environment dominated by news publications, Yeewong carved out a distinctive niche by combining sophisticated visual design with editorial substance, quickly establishing what has been described as the highest social media engagement among Bhutanese magazines.[2]
Founding and Leadership
Sonam Pelden, the founder of Yeewong, is a Bhutanese media entrepreneur and journalist. She made history in 2017 as the first Bhutanese entrepreneur to gain significant recognition for building a media company from the ground up in a country with limited advertising revenue and a small readership base. Pelden's background in journalism — she worked as a reporter for the Bhutan Observer — informed her understanding of the media market and the gap that existed for women-focused content.[3]
The magazine's editorial leadership has included Pema Choden Tenzin, who served as owner and chief editor. Tenzin, a graduate of Sherbutse College with a degree in English literature, entered the magazine industry without prior experience in editorial work or magazine design, building her skills alongside the publication. More recently, Sonam Wangmo Dukpa-Jhalani has served as editor-in-chief, continuing to develop Yeewong's editorial voice and expand its digital reach.[4]
Content and Editorial Focus
Yeewong publishes three issues per year on a quarterly schedule, with each issue remaining on newsstands for approximately four months. The magazine covers a wide range of topics centred on women's experiences, including profiles of Bhutanese women entrepreneurs, coverage of social issues, fashion, culture, travel, health, and personal narratives. The editorial approach balances aspirational lifestyle content with substantive reporting on issues affecting women in Bhutan.[5]
Over the years, Yeewong has distinguished itself by covering sensitive subjects that receive limited attention in mainstream Bhutanese media. The magazine has published features on women living with HIV/AIDS, women affected by domestic violence, and rural women engaged in traditional livelihoods such as nettle weaving and kishuthara textile production. These features have taken the editorial team to remote villages across the country, documenting stories that might otherwise go unrecorded in Bhutan's small media ecosystem.[6]
Expansion into Multimedia
Yeewong has evolved from a print-only publication into what it describes as Bhutan's only lifestyle magazine and digital multimedia company. The brand now encompasses several channels: the print magazine, YeeGetaway (travel content), Zhimmey (a food and lifestyle vertical), the Yee Podcast, and Yee Video Production services. This diversification reflects the realities of Bhutan's small print media market, where limited advertising revenue and readership make print publishing alone financially challenging.[7]
The magazine maintains an active digital presence through its website and social media channels, particularly Facebook and Instagram, where it reaches both domestic and diaspora audiences. Yeewong's social media following has made it one of the most visible media brands in Bhutan's digital space, extending its influence beyond the constraints of print distribution in a country where geographic remoteness limits physical circulation.
Significance
Yeewong's significance extends beyond its role as a magazine. In a country where media entrepreneurship is rare and the private sector media market remains fragile, the publication represents a sustained effort to build an independent, commercially viable media enterprise. Its focus on women's stories has contributed to a gradual broadening of the subjects covered in Bhutanese media, and its transition to multimedia production reflects the adaptation strategies required of small-market publishers in the digital age. The magazine continues to operate from Thimphu, serving as a record of contemporary Bhutanese women's experiences and a platform for voices that the country's mainstream press has historically underrepresented.[8]
References
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