If you excel in something, it's only natural to pursue it. We've seen this not just in sports and singing contests, but also in pageantry.

Three years ago, Catriona Gray was crowned Miss Universe 2018, making her the fourth Filipino to win the prestigious title. Three years before her, Pia Wurtzbach won Miss Universe 2015, becoming the third Filipina to win the title since 1973. 

Filipinos aren’t just obsessed with beauty pageants, we’re also pretty good at them. The Philippines ranks second (tied with the United States) after Venezuela when it comes to countries with the most winners in the Big Four beauty pageants, primarily Miss Universe, Miss World, Miss International, and Miss Earth, as per German data company Statista on May 17, 2021.

Ever wondered why this is? Here are three things to ponder about this beauty pageant fixation.

Disclaimer: We aren't social scientists with advanced degrees, so take these points with a grain of salt.

It’s a Cultural Thing

Our penchant for beauty pageants could be rooted in our culture, which has been influenced by Spain and the United States following years of colonization.

Filipino-Canadian professor Dr. May Farrales, in a 2018 journal article titled "Repurposing beauty pageants: The colonial geographies of Filipino pageants in Canada,” took note of anthropologist Fenella Cannell's explanation of the history of beauty pageants in the country.

According to Cannell’s 1999 book “Power and Intimacy in the Christian Philippines,” pageants could be traced to the Spanish colonial period. Back then, affluent families signed their daughters up for pageants so they could receive advantageous marriage propositions if they win a title.

Pageantry continued during the period of American colonization. The first Manila Carnival National Beauty Contest was held at the Wallace Field in Luneta Park in 1908 to mark US-Philippine Friendship, as per non-profit arts foundation Bellas Artes Project.

Our Love for Underdog Stories and the High of “Pinoy pride”

Filipino sociologist Dr. Lou Antolihao, in a 2010 journal article "Rooting for the Underdog: Spectatorship in Subalternity in Philippine Basketball," wrote that basketball, albeit a game for tall people, is ironically the most popular sport among Filipinos.

There's a symbolic David and Goliath depiction in this, as Antolihao said that "small" Filipino players competing against their taller and bigger counterparts "mirrors the Filipinos' struggle against larger global forces, particularly amid colonization and underdevelopment."

Perhaps it's the same in beauty pageants, which are usually riddled by tall contestants. There’s a lot of pride to derive from seeing a Filipino dominating a game or contest where height is a criterion or advantage, especially when height isn’t our strongest suit at all.

It’s a Steppingstone to One’s Dreams

Just as how many Filipinos tune in on beauty pageants, lots of Filipino women from all over the country go on to join beauty pageants in pursuit of their dreams.

Joining and winning a beauty pageant could be an entry point to other seemingly lucrative and glamorous jobs like modeling and entertainment. Just take Janine Tugonon, for example, who went on to become a successful model in the United States after winning first runner-up to Miss Universe 2012 Olivia Culpo.

Beauty queens Pia Wurtzbach, Ariella Arida, Gloria Diaz, Charlene Gonzalez, Ruffa Gutierrez, and more, have made a name for themselves not just in pageantry but showbiz, from hosting gigs to acting roles.

Winners of prestigious pageants like Miss Universe Philippines are also given ambassadorship and endorsement contracts, plus many opportunities to take part in fashion editorials and ad campaigns, and champion advocacies they hold dear.