Josh Yugen brings Miss Universe-Pakistan to PH anew for pageant preps

Reigning Miss Universe Pakistan Noor Xarmina (center) with her national director Josh Yugen (left), and Dr. Jonas Apostol who is a business partner of Yugen Group. Image: INQUIRER.net/Armin P. Adina

Noor Xarmina, Pakistan’s delegate in this year’s edition of the Miss Universe pageant, went under the vaunted Filipino pageant training regimen like her predecessor had done last year.

Pakistan’s debut in the Miss Universe pageant in 2023 was fruitful, with the first-ever delegate from the South Asian country Erika Robin penetrating the Top 20, the fruit of her training in the Philippines.

Josh Yugen, the Filipino publicist and magazine publisher who holds Pakistan’s Miss Universe franchise, has once again placed his confidence on pageant mentors in the Philippines to launch a formidable follow up to Robin’s phenomenal Miss Universe debut.

He presented Xarmina before a group of Filipino journalists and online content creators, who quizzed the Pakistani diplomat’s daughter about her quest to clinch the Miss Universe crown in just the second time that her country is participating in the global tilt.

“My training is split into a few spheres: [Question-and-answer] training, hair and makeup training, pasarela training, some mental training with Josh so that I can calm my nerves in the pageant,” she said at the gathering.

“So I’m trying to just learn everything as fast as I can, because there’s limited time, but I’m always up for a challenge. And Erika set the bar very high, which I think is great for me, because now I know what I’m aiming towards. So I’m really grateful for everything she’s done,” Xarmina added.

She said her predecessor briefed her on what to expect in her visit to the Philippines. “Make sure you bring your A-game, because the expectations in the Philippines are very high. So respect that culture, as well, for pageantry, and make sure you train hard,” she quoted Robin as saying.

“She told me to be authentic to who I am, be true to myself, train my hardest, but also enjoy the experience, because it goes by really quickly. So that was her advice to me, ” Xarmina added.

When INQUIRER.net asked her how Robin’s Miss Universe debut has impacted her views on pageantry, Xarmina responded, “it’s completely changed my perception, because she broke the norm, she performed in a ‘burkini,’ and she was still so powerful, even though some would argue she’s at a disadvantage because of what she’s wearing.”

Xarmina continued: “I think [Robin] broke the glass ceiling and said, ‘you know what? I’m from a Muslim majority country, and that is not going to stop me. I’m still going to perform.’ And I’m so proud of her. I’m so proud to call her a friend. I think she’s changed the standard for what Muslim country women can do at these things. So I’m really grateful.”

The Pakistani beauty is among the more than 100 delegates who will compete in the 73rd Miss Universe pageant. Reigning queen Sheynnis Palacios will relinquish her crown to her eventual successor, who will be chosen at the end of the coronation show at the Arena CDMX in Mexico City, Mexico, on Nov. 16 (Nov. 17 in Manila).