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What’s in a mame? When Bhutan’s business signs speak a foreign tongue

Aug 23, 2025 2 mins read

Stroll through Bhutan’s markets today, and a striking contrast leaps out. Traditional shops like Tendrel Handicrafts or Choden Café proudly display Dzongkha script, rooting themselves in Bhutanese heritage. Just around the corner, signs like Merry Automobiles or Lucky Beauty Parlour command attention—foreign phrases on local soil, often oblivious to the culture they quietly replace. They catch the

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