How the Philippines became a global pageant powerhouse

Manila, The Philippines —

When Ahtisa Manalo sets foot on the Miss Universe stage for the competition’s final, millions of people in the Philippines will be watching, dissecting her every move.

As her country’s representative, the 28-year-old feels the pressure of a pageant-crazed nation, where beauty contests — big and small — are part of mainstream culture.

“In the Philippines, people stop and tune in, usually for three things: the three B’s,” Manalo explained. “Boxing, when Manny Pacquiao fights. Basketball, you’ll see courts everywhere. And beauty pageants.”

“Beauty queens are usually sources of stories, of inspiration. We’re still a developing country,” she said. “We like stories that inspire us to do better and work harder.

Hundreds if not thousands of pageants are held year-r