The power behind the crown: Why beauty pageants captivate Southeast Asians

Dubai: Beauty pageants have long been more than just a display of physical beauty. In Southeast Asia, they are a cultural phenomenon that carries deep significance for communities both at home and abroad.

For many Filipinos, Thais, and Vietnamese among others, pageants are closely tied to national pride, personal growth, and social advocacy. It serves as a platform for talent, confidence, and purpose, celebrating diversity while promoting causes that matter.

In the UAE, where a large Southeast Asian expatriate community thrives, pageants remain a source of inspiration and connection.

For many Southeast Asians, beauty pageants are deeply rooted in culture and identity. Feverlie Kilayco, an Abu Dhabi-based Filipino expat who works in the beauty industry, has noted that beauty contests, also known as “beaucon,” are more than just about appearances.

“It’s also a pathway to opportunity to poise advocacies and emphasise social causes, education, environmental issues, and women empowerment,” Kilayco told Gulf News.

She has highlighted that pageants promote inclusiveness rather than a single standard.

“It’s a collective victory for the country they represent which boosts the visibility of different regions. For women, it creates multi-dimensional ideal of self-representation.”

This shared pride has also created the connection between audiences and candidates. Kilayco has described it as a “microphone and amplifier kind of relationship.”

“Pageant contestants carry their countries’ concerns through their advocacies and amplify it through pageants.”

For Alyssa Zabala, an architect and a candidate in last year’s Binibining Pilipinas, pageants reflect Southeast Asia’s rich and diverse history.

“We are exposed to different kinds of beauty from our rich history and that is worth celebrating. Pageants have evolved from dictating what should be perceived as pretty to showing that diversity is also beautiful,” said Zabala.

Moreover, she has stressed that pageants are one of the most influential platforms that unifies the community in various forms of representation.

“It's the same way how people are strongly supportive of athletes. We feel ourselves connected to the candidates since we come from the same community, the same nation.”

Meanwhile, Jenny Casa Dy, an influencer based in Sharjah and a candidate in Mrs. Earth International Water 2025, has bared that pageants are already embedded in everyday life.

“Growing up, we’ve always seen them on TV, from local levels up to international stages. It’s not just about beauty, it’s also about talent, confidence, and representing your country,” shared Dy.

She has pointed out that pageants often open doors to opportunities and growth, making it relatable and inspiring.

“Most contestants come from humble beginnings, and their journey feels very real. When they step on that stage, it’s not just them, it’s their story, their family, and their country.”

Dy added, “I see pageants empowering, especially when they highlight purpose, advocacy, and real stories behind the crown.”

For many Southeast Asians, pageants continue to resonate, not just as entertainment, but as symbols of true beauty found in diversity.

From the glitz of global stages to the smaller, grassroots competitions in hometowns, the impact of pageantry goes far beyond crowns and sashes, to a shining display of culture, identity, and collective pride.