MANILA — As Ahtisa Manalo prepares to step onto the Miss Universe stage for Sunday’s final, millions of Filipinos back home are bracing for a moment that carries far more weight than a global beauty competition.

For the pageant-crazed nation, her performance is a matter of pride, identity, and national spirit.

At 28, Manalo represents a country where beauty contests—big and small—form part of mainstream culture.

“In the Philippines, people stop and tune in, usually for three things: boxing, basketball and beauty pageants,” she said during training in Manila.

“Beauty queens are usually sources of stories and inspiration.”

Pageantry in the Philippines is not limited to the glitz of international stages.

Hundreds of contests unfold year-round in schools, local halls and provincial fiestas, nurturing aspiring contestants through a vast ecosystem of coaches, designers, costumers and social media influencers.

“It takes a village to create a beauty queen,” said Miss Universe Philippines CEO Jonas Gaffud, known nationally as the “Queenmaker.”

Local competitions can be unexpectedly intense. At a recent event in Laguna province, crowds filled a covered court, cheering and waving signs as young contestants took turns performing advocacy speeches and showcasing elaborate festival-themed costumes.

For many, these small stages are the first step toward national pageantry.

The Philippines’ deep-rooted connection to pageants traces back to Spanish-era fiestas and later to American colonial rule, when the Manila Carnival crowned the nation’s earliest beauty queens in the early 1900s.

The tradition evolved into a symbol of national pride, especially after Gloria Diaz became the first Filipina to win Miss Universe in 1969, a moment watched on shared televisions across the country.

Today, the Philippines ranks among the world’s most successful pageant nations, with multiple Miss Universe titles, including recent wins by Pia Wurtzbach and Catriona Gray.

Pageants have diversified too, with growing participation from male contestants, transgender women, and married women following the introduction of pageants like Mrs. Universe.

Contestants say the industry remains demanding. Ayn Bernos, a former Miss Universe Philippines participant, said social media scrutiny has affected body image and reinforced beauty stereotypes.

But shifts are underway. Chelsea Manalo—unrelated to Ahtisa—became the first Black Filipina to win Miss Universe Philippines last year, challenging long-standing beauty standards and inspiring a new generation.

For Ahtisa, the journey has been shaped by resilience. Growing up in Quezon province, pageants helped her secure education through scholarships and prize money.

Her determination won admiration earlier this year when she tripped during the evening gown round, regained her composure, and finished strongly before winning the national title.

Now entering her 18th and final pageant, she acknowledges the pressure of carrying the Philippines’ sash.

“There’s always the pressure because of the women who came before you,” she said. “But it’s a pressure that comes from support. It means people are paying attention to what you’re doing.”

Fans have already gathered at airports and public events to send her off as she competes in Bangkok, with hopes that she will add to the country’s storied Miss Universe legacy. — CNN