Ben Madilynn
Filipinos are buzzing with excitement as the Miss Universe pageant approaches, especially after Ahtisa Manalo’s recent victory as Miss Universe Philippines 2025.
As the pageant draws near, Dubai-based Filipino entrepreneur Josh Yugen has started working on finding candidates to compete alongside Ahtisa.
On May 7, 2025, Josh Yugen convened with the local press to share the pageants that he’s organizing.
He is currently the national director for several Miss Universe franchises, including those in Bahrain, Egypt, and Pakistan.
Asked how he secured three franchises, he replied: “Two was offered to me. And I said yes. And then one, I really pitched for it because I believe in, you know, Pakistani women.”
Despite the challenges, Josh says he is fully prepared to take on the responsibility.
“So, it’s really challenging. I wouldn’t disagree with that. But it’s part of life. And for me, if you’re really happy with it, then go for it. It’s very simple.”
JOSH YUGEN: PAGEANT FAN-TURNED-NATIONAL DIRECTOR
Josh revealed that he has been a longtime fan of pageants, and when the chance to become a national director was presented, he eagerly embraced the role.
He told PEP, “I think, like, all Filipinos who loves pageantry. Like, ever since we were young, of course, the gay kids always watch, you know, pageants.
“And it makes my heart glow. It makes me bloom, you know, whenever I actually watch pageants.”
While he’s aware that pageantry in Bahrain, Egypt and Pakistan isn’t as prominent as it is in the Philippines, Venezuela, Thailand, and many others, Josh maintains that he is committed to the task.
In his words: “It has become an advocacy for me to help these women to have a platform.
“Because, you know, the countries that I’m helping, it’s not easy. Because, number one, we don’t have sponsors.
“These countries, their pageantry, overall, is not famous. Not only Miss Universe, but all the pageants are not famous in this region.
“Number two, some of the girls doesn’t know pageantry as Filipinos, or Venezuelans, or Colombians do.”
Contunuing, “But for me, the glory and the takeaway of that is at the end of the day, you helped someone’s life.
“And if they’re grateful to it, then it’s okay. If they don’t feel that, and they didn’t feel that you have contributed to them, be thankful as well.
“Because deep inside you, you have to know that you did it with the right intention.
That’s the most important.”
FILIPINO MENTORS
At the press launch, Josh introduced the council of trainers that will help train Miss Universe candidates from Bahrain, Pakistan, and Egypt.
The team includes notable figures such as actress Arci Muñoz as Head of Women Empowerment, Xian Lim as Head of Personality Development, Miss Globe 2021 Maureen Montagne as Head of Beauty, and Miss World Philippines 2022 Gwen Fourniol as Head of Social Impact and Candidate Development.
Other members include Jonas Apostol, Gwen Pang, Deborah Kugler, Ian Borromeo, Erica Robin, Evlin Khalifa, Mohra Tantawy, Kosh Hewage, and Mercy Maddox.
This isn’t the first time Josh has enlisted Filipino creatives, beauty queens, and celebrities to join his council of trainers.
In his opinion, Filipinos, particularly beauty queens, are exceptional mentors for aspiring candidates because they can share their valuable experiences.
Josh said, “For me, nobody knows pageantry than Filipinos, especially those who came from pageantry.
“For example, Kylie Verzosa was also part of my council before. Maureen and Gwen, they’ve been to those darker times, as well, because of pageantry.
“And they’ve been to the lighter side of pageantry, as well. So for me, they know the balance of pageantry.
“And this is how they can contribute to the girls, especially to our region, that doesn’t know much about pageantry.”
Josh added that he personally invited both Maureen and Gwen to be part of the council.
“I don’t need to do my research because I know them. Like for example, Gwen is the Head of Social Impact and Advocacy because we really love her education advocacy.
“If you remember, if you dig deeper, she is actually one of the best queens who advocates for education, like Catriona Gray.
“And I would like to also give them the platform that they can also speak about and inspire other girls, not only here in the Philippines, but also internationally.”
NEW VENTURES
While Josh continues to be active in the pageant scene, he is considering slowing down to spend more time with his family.
He mentioned that being a national director is undoubtedly more challenging, which is why he’s contemplating easing his pace and shifting his focus toward film production.
“For me, that’s easier. I actually have produced concerts, fashion shows.
“Like, I produced the fashion week for Pia Wurtzbach. The first in Arabia. And in Dubai Fashion week, I was the first one to produce that. I produced shows for Catriona in Dubai.
“A lot of other international stars. I produced for Nicole Scherzinger, for other artists. So for me, I have prepared for it. I’ve experienced entertainment, music, and movies.”
He continued: “I’ve also experienced pageantry and to be honest, pageantry is more difficult. It’s challenging. Because there’s a lot of emotions involved.
“For example, a fashion show. If I did it, tapos na. But this one, as Gwen said, it’s a journey. Even if tapos na yung crown mo, there’s still a journey.
“And some people will not be satisfied na, ‘Ah, she needs to join again. She needs to be vindicated. She needs to have a crown.’
“Grabe yung pressure. And also not just for the girls, but also for the people who are working behind them.”
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Source: Filipino mentors to help train Miss Universe candidates
