𝐘𝐨𝐮𝐧𝐠 𝐁𝐡𝐮𝐭𝐚𝐧𝐞𝐬𝐞 𝐀𝐫𝐞 𝐌𝐚𝐤𝐢𝐧𝐠 𝐖𝐚𝐯𝐞𝐬 𝐎𝐧𝐥𝐢𝐧𝐞 𝐁𝐮𝐭 𝐈𝐬 𝐓𝐡𝐞 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 𝐇𝐞𝐫𝐞 𝐓𝐨 𝐒𝐭𝐚𝐲

…𝒚𝒐𝒖𝒏𝒈 𝒊𝒏𝒇𝒍𝒖𝒆𝒏𝒄𝒆𝒓𝒔 𝒂𝒓𝒆 𝒓𝒆𝒅𝒆𝒇𝒊𝒏𝒊𝒏𝒈 𝒄𝒂𝒓𝒆𝒆𝒓𝒔 𝒃𝒖𝒕 𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏𝒔 𝒓𝒆𝒎𝒂𝒊𝒏 𝒂𝒃𝒐𝒖𝒕 𝒍𝒐𝒏𝒈-𝒕𝒆𝒓𝒎 𝒔𝒕𝒂𝒃𝒊𝒍𝒊𝒕𝒚

By Zhenphen Chokden

What started as a hobby for many young Bhutanese is rapidly turning into a lucrative, yet unpredictable, career path. Digital content creation, once dismissed as a pastime, is evolving into a serious pursuit as influencers in the country gain traction, blending storytelling, branding, and digital entrepreneurship.

For Namgay Wangchuk, a couple of years ago, filming short videos were nothing more than a casual activity. “It was for fun,” he said. “I was simply attempting, sharing moments, not expecting much.” Today, Namgay finds himself at the forefront of Bhutan’s emerging influencer economy, where likes, shares, and views increasingly translate into financial opportunities.

From comedic entertainers to lifestyle bloggers, Bhutanese influencers are leveraging digital platforms to build communities and represent local culture. While some have turned their online presence into a sustainable income source, most still consider it a side hustle.

Dorji Gyeltshen, widely known for his comedic character “Soyabean,” initially never envisioned himself as an influencer. “I never planned to be an influencer- it just happened,” he said, recalling his rise to fame after starring in a feature film. His social media presence soon attracted brand collaborations, though he still aspires to be a full-time actor, using content creation as a stepping stone.

Similarly, Karma Wangmo, recognized as “Baka” for her dance and lifestyle vlogging, juggles her influencer persona with her day job as a marketing officer. “It’s not my career, but it’s something I am passionate about,” she said. “It’s a platform where I get to be creative as well as reach people.”

Only a few influencers, such as Phuntsho Kinrab, have taken the leap into full-time content creation. “It’s livelihood and passion for me,” she said, adding that the behind-the-scenes effort is often underestimated. “People believe it’s easy money, but there’s a lot that happens behind the camera- scripting, shooting, editing, audience interaction- it’s constant work.”

Despite the allure of online fame, influencers are candid about the difficulties they face. Mental fatigue, inconsistent income, and the pressure to stay relevant take a toll. “You can’t always be in the right creative headspace,” said Karma Wangmo. “Sometimes it feels forced. That pressure to keep performing, to keep smiling- it gets heavy.”

Dorji echoed similar sentiments. “People don’t see how exhausting it can be. If you’re not mentally okay, creating content becomes a burden.”

Financial instability is another major challenge. Influencers frequently experience delayed payments and unreliable business partnerships. “Some brands still don’t treat our work seriously,” said Dorji. “We promote their products, but the payments are either late or, better still, don’t come at all.”

Beyond financial incentives, youth say they follow influencers for connection, representation, and inspiration. “I follow Tenzin Yangchen because her content feels authentic and creative,” said college student Kuenzang Choden. “She highlights Bhutanese culture and lifestyle in a way that’s both inspiring and relatable.”

Lifestyle and travel content remains especially popular. “Travel videos are relaxing and informative,” said Shreezana Rai. “It’s a refreshing view of Bhutan and its culture.”

Some followers, like Kinley Dema, find influencers aspirational. “I used to think media was just entertainment. But now I see it as storytelling and maybe even a career.” Others see influencers as key in promoting local businesses. “They keep us updated on what’s happening locally,” said Dechen Wangchuk. “Sometimes they even help small businesses grow by just featuring them in their videos.”

Yet, long-term sustainability remains a question. “It’s exciting, but not stable,” said Kinley. “If our digital infrastructure improves, maybe it can be a full-time option.”

Parents also hold mixed views. While some are supportive as long as their children earn a living, others remain skeptical. “If my child is financially independent and happy, I am all for it,” said one parent. “But I do worry about job security and the pressure of staying relevant online.”

Teachers and parents alike stress the importance of digital education. “If we’re readying kids for the future, we must discuss digital careers seriously,” said high school teacher Kinley Tenzin. “We can’t overlook this change.”

While some argue that influencer culture is helping preserve and promote Bhutanese traditions, others worry about over-commercialization. “Influencers do a great job highlighting our customs, places of interest, and local products,” said Dechen Wangchuk. “But sometimes the content can feel repetitive or overly branded.”

Nonetheless, many believe the overall impact is positive. “Influencers are new-age storytellers,” said Kinley. “They’re giving voice to a generation that wants to express, inspire, and uplift Bhutanese identity.”

As Bhutan’s influencer economy gains momentum, it is shaping a digital landscape where art and commerce intersect, where young creators find their voices, and where cultural narratives are reimagined. Reflecting on this shift, Namgay Wangchuk remarked, “Influencing may not be forever. But right now, it’s giving young people a platform to express, to earn, and to dream differently.”

For Bhutan’s digital youth, perhaps the goal is not just a job title, but a redefinition of meaningful work in the 21st century.