SAGADA, Mountain Province — Expectations that pageant winners must be conventionally handsome or “artistahin” were challenged anew after judges of the Mr. and Ms. Sagada pageant defended the selection of this year’s male winner, stressing that authenticity and advocacy weighed more than looks.

During the town’s festivities on 30 January 2026, judges crowned Joseph T. Egyab Jr. of Sagada’s Eastern Zone as Mr. Sagada 2026, alongside Christine Bangyay, also from the same area, as Miss Sagada. The pageant was held at the Sagada community court as part of celebrations featuring the town’s cultural icon, etag, the Igorot smoked meat.

While the results were welcomed by many, some critics questioned the choice of Mr. Sagada, arguing that pageant winners should fit traditional standards of attractiveness.

One of the judges, Maggie Capuyan Fokno, said she received a message questioning Egyab’s win, albeit delivered apologetically. Fokno later addressed the criticism, saying the decision reflected a conscious choice to value substance over symmetry.

She explained that Egyab’s victory was anchored on his overall performance, which highlighted cultural heritage, emotional honesty, and social advocacy rather than conventional aesthetics.

From the opening segment, Fokno said Egyab stood out for his courage in speaking about cyberbullying, an issue he personally experienced.

“His opening spiel reflected that pain. It was raw. At times uncomfortable. And yes, painful to watch. Not because it was weak, but because it was honest,” Fokno said.

Egyab also topped the social media phase of the competition, garnering 2.3K votes—more than double that of the runner-up. However, his visibility online also exposed him to mockery, which he later integrated into his advocacy against online cruelty.

Judges said Egyab’s cultural grounding further distinguished him from other candidates. During the ethnic wear segment, he demonstrated the traditional preparation of etag using alnos leaves and salt. In the talent portion, he performed the “Uggayam,” an indigenous extemporaneous chant used in Cordilleran communities for prayer and storytelling.

Fokno said Egyab’s responses during the question-and-answer portion were marked by clarity, honesty, and intelligence, reinforcing the judges’ decision.

“Joseph did not win because he was the most conventionally handsome,” she said. “He won because he showed up whole.”