Filipino pageant fans are having an LQ or “lovers’ quarrel” with the Miss Universe organization. It all started with Philippine delegate Ahtisa Manalo not winning the Miss Universe crown this year despite deserving it.

Globally, other beauty contest followers are also at odds with Miss Universe organizers, particularly its head, Mexican businessman Raul Rocha, reportedly tied to the father of current Miss Universe Fatima Bosch, also from Mexico. Miss Universe is said to be crumbling and reportedly up for sale to other impresarios. Chavit Singson doesn’t seem interested, not after spending $11-M for the Manila edition of Miss Universe in 2017 — it cost him an arm and a leg.

Gemma Cruz, unlikely winner

Looking back, the first love of Filipinos was Miss International. Even in the 1960s, the three Bs were already integral to the Pinoy: Boxing, basketball, and beauty pageants. Icons in each field included Gabriel “Flash” Elorde in boxing, Elias Tolentino, Renato “Sonny” Reyes, Narciso Bernardo, and Danny Florencio in basketball, while Robert Jaworski and Freddie Webb emerged later.

In beauty pageants, Gemma Teresa Guerrero Cruz was crowned Miss International 1964 in Long Beach, California. Filipinos did not expect her to win, not even her mother, writer Carmen Nakpil, reasoning that she looked too Malay. But she won, impressing everyone when she announced she would donate her $10,000 cash prize to Boys’ Town — equivalent to P40,000 then, a huge sum in 1964. The wards at Boys’ Town must have had a hearty Noche Buena that year — thanks to Gemma.

Pinoy men and pageant winners

In 1968, Stella Marquez Araneta was made head of Binibining Pilipinas Charities Inc. Before that, the contest was run by her father-in-law, J. Amado Araneta. Stella, the first Miss International title-holder, was embraced by Filipinos when she married Jorge Araneta in 1962, whom she met at the International Beauty Congress. In 1952, the first Miss Universe, Armi Kuusela of Finland, married Filipino businessman Virgilio Hilario. Filipino men hold the record of marrying first winners of international pageants. In 1965, Miss Asia Angela Filmer of Malaysia also married a Filipino, a Pepsi-Cola executive.

The first Queen of the Pacific was Pinay: model Rita “Baby” Santiago. In an ironic twist, she was lost to a foreigner.

Filipinos loved Miss International even more when Aurora Pijuan became the first repeat winner in Osaka, Japan, 1970. Since then, four more Pinays won: Melanie Marquez (1979), Lara Quigaman (2005), Bea Rose Santiago (2013), and Kylie Verzosa (2016). Except for Gemma Cruz, all were groomed by Binibining Pilipinas. Stella Araneta acquired the Miss International franchise for Binibini, one of her goals as chairman.

Binibining Pilipinas was originally to select the Philippine delegate to Miss Universe, but under Araneta, it expanded to multiple titles. The Philippine entry to Miss Universe was called Binibining Pilipinas; the Miss International delegate was Miss Philippines. By 1973, titles included Bb. Pilipinas-Universe, Bb. Pilipinas-International, and later Bb. Pilipinas-World, before Araneta lost the franchise to Cory Quirino’s group in 2011. Six years ago, Binibini lost the Miss Universe franchise as Miss Universe reportedly wanted a bigger franchise fee, which Araneta refused to pay.

Today, the highest Binibini title is Bb. Pilipinas-International. Miss International is apparently easier to deal with, imposing no franchise fee for countries sending representatives.

Filipino group behind production

The bond between Miss International and the Philippines is strong. The 43rd edition held last week at Tokyo’s Yoyogi 2nd Gymnasium was mounted by a Filipino group. Japanese organizers, while excellent in automotive and electronics, lag in special events. The pageant’s slow pacing has been criticized; this year, a Filipino creative team of around 40, selected by Aika Events & Production, revitalized the show. Miss International’s executive director is also Filipino — Stephen Diaz, based in Japan.

The recent show was shorter, just over three hours, compared to past editions lasting five. Program director Joanne Laygo, also handling ABS-CBN’s ASAP, directed the coronation night, having managed Binibining Pilipinas in previous years.

Backstage drama is common. Miss Russia refused to return to stage after failing to make Top 20, missing her Miss Photogenic award. Miss Pakistan cried after losing her underwear before a production number; she was handed a swimsuit bottom and went on stage professionally. Unlike Miss Universe, there were no complaints about Catalina Duque of Colombia winning. Melanie Marquez noted Miss International winners practically look alike, doll-like, with elegance and queenly beauty emphasized.

This edition included a question-and-answer portion, previously limited to prepared speeches. This allowed Miss Zimbabwe, considered very smart, to place second, despite criticism on social media about her smile. Observers note Miss International may not yet choose a Black winner from Africa; the darkest winner is a Puerto Rican mulatta, Valerie Hernandez.

Philippine bet Myrna Esguerra faltered in Q&A but still placed fourth runner-up out of 80 contestants — a commendable fifth-place finish.

Talks suggest Miss International may be held in the Philippines next year. Originally in Long Beach, California, it has been hosted thrice by China since moving to Japan. Competitor bids from Vietnam and Thailand remain, but it would be fitting for the Philippines to host, given its strong ties with the pageant. Entrusting a Filipino creative team for the coronation night reflects the deep, ongoing connection between the country and Miss International.