Miss Universe Philippines redefines modern pageantry under Jonas Gaffud

At a time when the world is openly reexamining the relevance of beauty pageants, Miss Universe Philippines is not retreating from the conversation—it is redefining it. Under the leadership of Jonas Antonio Gaffud, the organization has quietly but decisively positioned itself as a model for what national pageantry can become in the years ahead: purpose-driven, socially grounded, and unafraid to evolve.

Recently recognized by the Miss Universe Organization as Best National Pageant, the distinction is less about trophies and more about trajectory. It signals a shift in how pageantry is imagined—no longer as a spectacle anchored solely in glamour, but as a platform for leadership, education, and civic engagement. For Gaffud, this direction has always been intentional. From the outset, his vision centered on women first: their stories, their voices, and their capacity to influence society beyond a single coronation night.

The organization’s guiding philosophy, captured in the theme “Love Above All,” reflects this forward-looking mindset. Rather than functioning as a slogan, it serves as a framework that informs programming, partnerships, and public engagement. Miss Universe Philippines has aligned itself with institutions and advocacy groups addressing long-term social needs, including children’s welfare, women’s livelihood, youth mental health, and migrant worker protection. In doing so, the crown becomes symbolic rather than singular, pointing toward sustained impact instead of momentary acclaim.

This redefinition of purpose is mirrored onstage. The 2025 edition demonstrated how Miss Universe Philippines is reshaping the competitive experience itself—from opening segments that bridged cultural nostalgia with modern Filipino identity, to question-and-answer portions that required fluency in governance, public service, and leadership. The emphasis was not on rehearsed eloquence, but on clarity of thought and lived experience.

The finalists offered a glimpse into the future Gaffud envisions: a scientist, a doctor, a military reservist, entrepreneurs, and professionals whose careers exist independently of pageantry. Their presence underscored a crucial shift—Miss Universe Philippines no longer molds women to fit a pageant ideal, but amplifies women who already lead, serve, and influence in their respective fields. Beauty remains part of the equation, but it is contextualized alongside intellect, empathy, and action.

Beyond the stage, the organization has leaned into storytelling as a form of nation-building. On-location shoots, cultural immersions, and community engagements are treated not as backdrops, but as narratives. Delegates are positioned as cultural ambassadors who carry the stories of their provinces, professions, and advocacies to both local and global audiences, reinforcing pageantry as a tool for cultural diplomacy rather than mere display.

Much of this confidence to innovate was forged during periods of uncertainty. When global events in 2020 halted most live productions, Miss Universe Philippines pressed forward—reimagining its format, securing regulatory approval, and staging a coronation under unprecedented conditions. The move affirmed that relevance is sustained through courage and adaptability.

For Gaffud, the future of Miss Universe Philippines is not about defending pageantry’s existence, but about continually proving its value. Each edition builds on the last, refining systems, elevating discourse, and deepening community engagement.

In an era where audiences demand meaning, Miss Universe Philippines offers a clear answer: pageantry can still matter—if it listens, evolves, and remains anchored in women’s lived realities. Under Gaffud’s stewardship, the crown points forward, shaping a future where empowerment is measured not by applause, but by impact long after the lights fade.