How Miss Universe Philippines 2025 pageant came to be the ‘Puksaan’ edition

Miss Universe Philippines VP for Global and National Search Mags Cue (right photo) and the 2025 pageant winners (from left) Winwyn Marquez, Chelsea Fernandez, Katrina Llegado, Ahtisa Manalo, Gabbi Carballo and Yllana Aduana/ARMIN P. ADINA

The recent edition of the Miss Universe Philippines pageant came to be known as the “Puksaan” (eradication) edition when an officer dubbed it so earlier this year to hint at a contest even more competitive than last year’s.

With the 2024 contest considered the “Bardagulan” (bloodbath) edition because of the formidable roster of aspirants that included national and international titleholders, Miss Universe Philippines Vice President for Global and National Search Mags Cue teased back then that the 2025 search would be a “puksaan” because it would be even more competitive. And it had truly lived up to the monicker.

In January, Cue already revealed that the 2025 lineup included international pageant winners, national titleholders, celebrities, and models to top what many thought was already the best batch of beauties, the one assembled last year.

Crowned Miss Universe Philippines at the culmination of the 2025 contest was crowd favorite and fan darling Ahtisa Manalo, 2018 Miss International first runner-up, with 2017 Reina Hispanoamericana Teresita Ssen “Winwyn” Marquez” as first runner-up and 2023 Miss Earth-Air Yllana Marie Aduana as second runner-up.

Katrina Llegado, 2019 Reina Hispanoamericana quinta finalista (fifth runner-up), was crowned The Miss Philippines-Supranational, while The Miss Globe 2022 semifinalist Chelsea Fernandez was proclaimed The Miss Philippines-Cosmo.

Also among the semifinalists were 2017 Miss Supranational finalist Chanel Olive Thomas and 2020 Top Model of the World finalist Tyra Goldman.

Some of the national pageant rookies also delivered impressive performances onstage, including Baguio City’s Gwendoline Meliz Soriano, Pasay City’s Amanda Russo from the Filipino community in Pennsylvania, Laguna’s Eloise Jauod, and The Miss Philippines-Eco International Gabriella Mai Carballo from Cebu.

Cue credits this to the “local directors,” or the partners tasked to find the delegates from the different cities, towns or provinces across the country, or from overseas Filipino communities.

Soriano, Goldman, Jauod, and Carballo won their respective local competitions, while Manalo, Marquez, Aduana, Llegado, Fernandez and Thomas were appointed by local directors.

“We went around Luzon, Visayas, Mindanao, and even international. And I think we did great. These are all the best of the best, amazing women of the Philippines. And that is why we called it ‘puksaan’ edition.” Cue told INQUIRER.net in an interview.

She also revealed that even before the 2025 pageant’s culmination, they have already received inquiries from those who want to become local directors, with one already wanting to start a search as early as May.

“Every year we want to make it better. And I hope that next year, all of the local directors will do all their efforts to support the Miss Universe Philippines Organization,” Cue said.

She also expressed her gratitude to all of the local directors, and told them not to get tired of helping aspiring candidates. “Please hold on, and let us realize the dreams of the Filipino women who really want to be a beauty queen someday. Kayo po ang pag-asa nila (You are their hope),” Cue said.

When the first stand-alone Miss Universe Philippines pageant was rolled out in 2020, the national organization invited local partners to recruit prospective delegates while also conducting its own screening of applicants.

In 2024, the local partnership system was fully implemented, which resulted in the abolition of the direct application process. All delegates starting last year should be fielded by a local director.  /ra