The Future of Pageantry Is Here

The Future of Pageantry is Here

Miss Universe Philippines Sets the New Global Standard

by Miss Universe Philippines Organization

17 December 2025

MUPh sets a new benchmark for women empowerment, pageant education, and transformative pageant experience.

MANILA, Philippines — As global conversations increasingly question the relevance of beauty pageants, one organization is not only responding to the challenge—it is shaping the blueprint for the industry’s future. Miss Universe Philippines (MUPh), recently awarded Best National Pageant by the Miss Universe Organization (MUO) at the 74th Miss Universe in Thailand, reaffirms MUPh’s unwavering commitment to redefining women's empowerment through transformative pageant experiences, audience education, and empowering every Filipina to lead beyond the crown.

LOVE ABOVE ALL

Guided by this year’s theme, “Love Above All,” Miss Universe Philippines (MUPh) believes that true empowerment begins with love, kindness, and respect. More than a message, this advocacy campaign serves as a catalyst for action, implemented through partnerships and initiatives that create meaningful and measurable social impact.

Through collaborations with Save the Children Philippines, Project Pearls, JCI Manila, and LoveYourselfPH, MUPh advances its four pillars: Love for Children, Love for Women, Love for Youth, and Love for Migrants. These partnerships promote inclusive education and literacy, provide skills training and opportunities for women and underserved communities, and strengthen youth support through mental health and self-love initiatives.

With the Department of Migrant Workers as a key partner, MUPh champions the welfare and protection of Overseas Filipino Workers and their families. This signature campaign transforms the pageant stage into a powerful platform—one that inspires delegates and audiences alike to champion compassion, uplift communities, and drive lasting, meaningful change across the Philippines and beyond.

THE MABUHAY EXPERIENCE

At MUPh, the pageant experience goes far beyond the stage, with every moment intentionally designed to challenge, inspire, and empower the delegates, a vision brought to life in the recently concluded 2025 edition that featured the dynamic Mabuhay Remix opening number—a modern homage to the iconic 1994 Miss Universe show in Manila—and a redefined question-and-answer segment that steered conversations toward politics, governance, and leadership, ultimately elevating the standard of what it means to speak with purpose.

Miss Universe Philippines 2025 Opening Number

This evolution was evident in the Top 6 finalists of the 2025 edition—a powerhouse group of women whose lives and professions reflect the full spectrum of Filipina leadership. Ahtisa Manalo, an accountant and businesswoman; Chelsea Fernandez, a model and brand ambassador; Gabriella Carballo, a dedicated doctor; Katrina Llegado, a Philippine Airforce military reservist and businesswoman; Teresita Ssen “Winwyn” Marquez, an actress and proud mother; and Yllana Marie Aduana, a scientist. Each queen carried distinct advocacies, yet all stood united by a shared commitment to uplift others and use their voices with intention and impact.

Beyond the competition, on-location shoots turned the pageant into a living showcase of the Philippines’ natural beauty. Delegates were immersed in local communities, celebrating culture and sharing the stories of their roots. Through tourism videos, community service, and compelling personal narratives, MUPh earned widespread acclaim for authenticity and impact—defining the true power and spirit of the Mabuhay experience.

EMPOWERED FILIPINAS

MUPh continues to redefine the modern Filipina beauty queen, turning the pageant into a full women empowerment experience. Its initiatives go beyond charity work and stage performances, focusing instead on personal growth, leadership, and real-world impact. This approach ensures that the competition is not only about beauty but also about purpose and influence.

Every edition showcases a new generation of Filipinas whose backgrounds reflect the depth and diversity of the country. MUPh crowns women who are professionals, advocates, community leaders, and empowered individuals—each bringing stories that challenge stereotypes and broaden the definition of beauty as a Filipina. These narratives highlight an evolving Filipina: confident, multidimensional, and driven by service.

By fostering an environment where women are supported and celebrated, MUPh develops socially conscious leaders equipped to create meaningful change in their communities. Guided by its core message of “Love Above All,” the organization elevates the pageant beyond titles and crowns, shaping it into a platform rooted in purpose, compassion, and lasting influence.

“For us, pageantry has never been about crowns. It has always been about women, their stories, and their power,” says Jonas Antonio Gaffud, President and CEO of Miss Universe Philippines. “This recognition affirms that when you build a platform anchored on purpose, education, and empowerment, excellence naturally follows.”

Miss Universe Philippines 2025 Top 6 Finalists

BEST NATIONAL PAGEANT

Being named Best National Pageant is more than a title—it reflects MUPh’s six years of consistency, innovation, and purpose-driven leadership. The organization has never stayed still, with every season building on the last and expanding what a national pageant can achieve.

That consistency was forged early. In 2020, when the world shut down, MUPh became the only pageant to push forward—securing IATF approval, redesigning production, and staging a closed-set coronation in Baguio City. Rabiya Mateo’s win during that uncertain year became a defining symbol of MUPh’s resilience.

Since then, MUPh has only grown bolder. In 2024, the Philippines earned international praise as Best Host Country at Miss Universe in Mexico—a testament to the nation’s artistry and hospitality. MUPh followed with its own milestone: 66 candidates from across the country and Filipino communities internationally, representing a spectrum of identities, advocacies, and modern Filipina narratives—from big-city professionals to community leaders from far-flung provinces.

Each edition, each challenge, and each empowered Filipina who steps on the MUPh stage reinforces this truth: excellence is not a one-time achievement. It is MUPh’s ongoing promise to keep raising standards, pushing boundaries, and propel women forward to be their best selves for years to come.

Miss Universe Philippines Officers

Ahtisa Manalo, Miss Universe 2025 Third Runner-up and Jonas Antonio Gaffud, President and CEO of Miss Universe Philippines