JOSH YUGEN: Multi-awarded writer, fashion maven, socialite and entrepreneur

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He believes that every journey can herald a betoken light of destination. Josh Yugen went to the UAE in 2007 to work as a sales and marketing executive for a trading company but his love for writing prevailed. 

While working full-time, he worked for big and distinguished magazines and publications such as ITP, Motivate, and Prestige Publishing. He became one of the feature writers for En Route Middle East Magazine and eventually became their features editor. 

Yugen calls it a ‘lucky day’ when he was hired as the first Filipino English editor for Dubai’s DRFE under DTCM or Dubai Retails and Festivals Establishments. While working in the Dubai government, he was also busy building an empire. And while building an empire, he met his first Emirati partner for his very popular XPEDITION MIDDLE EAST Magazine. It is considered the first and only UAE homegrown international travel and fashion magazine targeted to the affluent society which is owned by a Filipino national. 

Through the magazine, he was able to travel and visit more than 80 countries and 150 cities across the globe. 

“I am blessed to have learned about their different cultures and rich traditions,” Yugen said. 

Through the years, he’s able to earn the following title: ‘Multi-awarded writer, fashion maven, socialite, and entrepreneur.’ 

In 2016, the talented Filipino was accorded in Malta by the EU Tourism with the ‘Most Influential Travel Journalist’ award. He was the first Asian to acquire the title. Meanwhile, in 2018, he won the first-ever ‘Media Personality Award’ by the Filipino Times. 

However, as much as he wants to show-off these recognitions, he still considers the biggest highlight of his career when he puts up his own PR and Communications agency called Yugen PR with his business partner Ian Borromeo who once handled the PR of the Philippine Tourism in the Middle East. 

His PR company brought some of the biggest stars in the Philippines including Maymay Entrata and Edward Barber and Miss Universe Catriona Gray in 2018. And in 2019, his team produced a concert for Nadine Lustre and a cover shoot for Alden Richards. 

“It is truly an exciting ride for our two companies – XPEDITION MIDDLE EAST magazine and Yugen PR, of course with a few hurdles especially with this pandemic but it is not about the challenges, it is about how we overcome it, most importantly the things that we learn from it as I believe that it is never the destination, it is always the journey. 

When asked why did he choose Dubai over another city to work in, Yugen revealed that it was not his original plan to stay here as he was just visiting his sister in the emirate. 

“I fell in love with Dubai, as a matter of fact, I am in love with this city, more and more, day by day,” he said. 

“I have traveled to more than 80 countries because of my magazine and I can say that Dubai is the safest city of them all. It is also one of the most multi-cultural, most innovative, and most open-minded cities that I have been. It keeps on exploring, it keeps on moving forward and I can totally relate,” he further added. 

This story has been featured on the third issue of The Global Filipino Magazine. To get a copy, you may contact +971503196856. If you have an inspiring story or know someone with one, please send an email at tgfmfi@gmail.com.

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