In a country renowned for its rich culinary heritage steeped in meat and dairy, a quiet transformation is underway. Sonam Yuden, a 29‐year‐old entrepreneur from Wangdue, is spearheading Bhutan’s first foray into soy-based foods—a venture that is challenging traditional tastes and championing sustainable living.
A Bold Leap into the Unknown
Until recently, tofu and soy milk were virtually unheard of in Bhutan. With its cuisine historically dominated by animal-based products, the concept of plant-based alternatives was met with curiosity and, at times, skepticism. “When I first mentioned tofu and soy milk, people would ask, ‘What is it made of?’” Sonam recalls, emphasizing the initial unfamiliarity of these products in the local market.
From Crisis to Creative Opportunity
The seeds for this culinary shift were sown during one of the nation’s most testing times. Sonam, along with her husband, had been running a thriving travel agency until the global pandemic abruptly halted international tourism. With borders closed and the business landscape transformed overnight, the couple faced an uncertain future. Faced with mounting challenges and the responsibility of a young child, Sonam found herself reimagining her career. Recognizing a growing global trend towards healthier, plant-based diets—and noting the lack of such options in Bhutan—she decided to pivot her focus.
Birth of Bhutan’s First Soy-Based Brand
In December 2023, Sonam launched her venture, aptly named Soyalla—a clever fusion of “soya” and the Dzongkha term “lla,” meaning “Yes to Soya.” With an investment of Nu 1.1 million and additional support of Nu 350,000 from the Youth Employment and Rural Entrepreneurship programme, she was able to purchase the necessary equipment and raw materials. A generous six-month workspace provided by Bhutan’s Startup Centre further helped ease early financial pressures.
Taking on multiple roles—from production to marketing—Sonam managed every aspect of her fledgling business with unwavering determination. “There is no business without challenges,” she remarks, reflecting on the long hours and personal sacrifices required to launch Soyalla. Balancing the demands of entrepreneurship with family life proved especially tough, with both she and her husband juggling full-time responsibilities, leaving little time for their young son.
Breaking Through Market Resistance
The early days of Soyalla were not without hurdles. Products were often returned due to shelf-life issues, and many customers hesitated to embrace an unfamiliar food. Instead of chasing a mass-market appeal right away, Sonam focused on forging strategic partnerships with high-end hotels and wellness centres—venues frequented by a more health-conscious clientele. Gradually, her perseverance paid off. Luxury hotels such as Le Méridien and Six Senses Bhutan began stocking Soyalla’s tofu and soy milk, and the products are soon set to grace the menus of Bhutan Spirit Sanctuary, the country’s premier five-star wellness retreat.
A Vision for a Sustainable Future
Today, Soyalla stands as a profitable business that not only supports Sonam’s family but also sets a promising precedent for Bhutan’s food industry. Looking ahead, Sonam plans to broaden her product range, offering more plant-based alternatives designed to benefit both health and the environment. “Plant-based foods are better for the planet and our people,” she asserts. By sourcing locally grown soybeans, she also hopes to bolster the agricultural sector and reduce dependence on imports, contributing to a more resilient, sustainable food system.
Sonam Yuden’s journey from a struggling travel agency owner to a pioneering food entrepreneur is a testament to the power of innovation in the face of adversity. Her story underscores a fundamental belief: if one is passionate about a product and willing to take calculated risks, even the most traditional markets can be transformed.
