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Josh Yugen

Jude Cartalaba

Filipino media entrepreneur and international pageant director Josh Yugen is aiming to expand his global initiatives, further promoting Filipino culture, creativity, and tourism on the international stage.Known for leading international pageant franchises and producing cross-border fashion and media projects, Yugen has increasingly focused on using his global platforms to spotlight the Philippines and its creative industries.His participation in international events, including Copenhagen Fashion Week, has strengthened his network across Europe and opened up opportunities to connect Filipino designers, artists, and storytellers with much wider audiences.Over the past years, he has also served as a producer behind initiatives that brought Filipino personalities to major global stages such as the Cannes Film Festival and international fashion weeks. Through these efforts, Filipino talents, including Kylie Verzosa, Franki Russell, Maureen Montaigne, Arci Muñoz, and other creatives, gain international visibility, highlighting the growing presence of Filipino artists in global entertainment and fashion circles.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1773964919499a3b426f2-b25d-4355-8610-7da4124be036.jpg" style="width:950px" class="fr-fic fr-dib" width="950"/>Sharlene Zabala-Batin, Regional Director, Department of Tourism – National Capital Region; Josh Yugen, Owner and Editor-in-Chief, XPEDITION Magazine, Owner of three Miss Universe franchises; Lujane Yacoub, Miss Universe Bahrain 2023; Erica Robin, Miss Universe Pakistan 2023; Usec. Myra Paz Valderrosa-Abubakar, Undersecretary, Department of Tourism; Paulo Benito Tugbang, MD, Director – Office of Product and Market Development; Jennifer Sanvictores, Global Head of Sales, Marketing, and Communications – The Farm at San Benito and CG Hospitality. </div>Yugen has likewise been involved in initiatives supporting Philippine tourism promotion, including efforts that brought international Miss Universe queens from the Arab and Muslim world to the Philippines to help promote halal and wellness tourism. Conducted in collaboration with tourism stakeholders, the visit aimed to help position the country as a Muslim-friendly and wellness destination for global travelers, reinforcing the importance of connecting international audiences with Philippine destinations and cultural experiences.In November 2025, Yugen was <a href="https://www.abs-cbn.com/lifestyle/people-culture-events/2025/11/1/josh-yugen-is-first-filipino-to-receive-asian-leader-award-at-asia-model-festival-1050">recognized in South Korea </a>for his contributions to international cultural exchange and media influence, an acknowledgment he says strengthened his commitment to elevating Filipino talent and culture globally.“Wherever we go — whether it’s Europe, Southeast Asia, or the Middle East — I always see it as an opportunity to highlight Filipino creativity and show what our culture can offer to the world,” Yugen shared.“Filipino designers, creatives, and tourism destinations deserve a stronger global platform.”Earlier this year, he was also invited as the only Filipino participant to the GameChangers conference in Bangkok, a gathering of regional leaders, innovators, business executives, and policymakers. Observing Thailand’s globally recognized tourism strategies, he noted valuable insights into how culture, branding, and public-private collaboration can strengthen a country’s international appeal.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1773980876450Thai Politicians with Josh Yugen and House of Yugen Team during the Day 2 of Game Changer Forum in Bangkok.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/>Thai politicians with Josh Yugen and House of Yugen team during the Day 2 of Game Changer Forum in Bangkok</div>“Thailand’s success shows how strategic storytelling, infrastructure, and partnerships can transform tourism into a national strength. There’s so much we can learn and adapt for the Philippines,” he said.Through his international pageant network, media ventures, and global partnerships, Yugen aims to continue creating opportunities that connect international audiences with Filipino culture — from fashion and media collaborations to future tourism-focused initiatives.He also expressed interest in working more closely with tourism stakeholders and cultural institutions to support projects that bring international visibility to Philippine destinations and creative industries.“Our goal is simple: to help bring the Philippines closer to the world stage — not just through events, but through long-term cultural and tourism engagement,” Yugen added.As his global engagements expand, Yugen hopes his platforms will continue to serve as bridges for Filipino talent, culture, and destinations to global audiences.

Filipino media entrepreneur and international pageant director Josh Yugen is aiming to expand his global initiatives, further promoting Filipino culture, creativity, and tourism on the international stage.

Filipino media entrepreneur and international pageant director Josh Yugen is aiming to expand his global initiatives, further promoting Filipino culture, creativity, and tourism on the international stage.

Josh Yugen continues to eye a stronger global platform for Filipino culture, tourism

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Josh Yugen continues to eye a stronger global platform for Filipino culture, tourism

Jude Cartalaba

Published Mar 20, 2026 12:38 PM PHT

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