Ariella Arida has been named the new national director of the Miss Universe Philippines Organization, succeeding Miss Universe 2011 3rd runner-up Shamcey Supsup-Lee, who held the position from the pageant’s inception in 2020 until 2023. Jonas Gaffud took on the role in 2024, and now Arida steps in to lead the organization and its initiatives.
The announcement was made Saturday (Feb. 15) afternoon during this year’s Miss Universe Philippines press presentation, where 69 candidates from across the country were introduced.
“Thank you so much for trusting me. I know this is a big shoe to fill, but not everyone knows that even from the start, when Miss Universe Philippines began, I was there watching them. I still talk to them and stay involved in what’s happening. I’ve supported them from the very beginning. Little did I know that after five years, I would be here,” Arida said.
“Let’s spread kindness and love to all our delegates and the people around the organization,” she went on urging everyone to be more supportive and mindful.
Arida represented the Philippines in Miss Universe 2013, where she finished as 3rd runner-up.
Meanwhile, 69 candidates participated in the press presentation held in Makati. They will compete for the Miss Universe Philippines 2025 title.
Among the early favorites is Quezon Province’s Ahtisa Manalo, who sees her participation as a sign and is taking a more relaxed approach. Winwyn Marquez, Reina HispanoAmericana 2017, is making a comeback after an eight-year hiatus, focusing on discipline in her preparations. Taguig’s Kat Llegado, 2nd runner-up in Miss Universe Philippines 2022, returns determined to finish her “unfinished business.” Siniloan’s Yllana Marie Aduana, Miss Earth-Air 2023, is also crossing over to the MUPH stage.
The event was attended by members of the pageant community, media, and former queens, including Chelsea Manalo and Celeste Cortesi.
The national pageant, sponsored by digital entertainment platform Bingo Plus, will take place in the first week of May. The winner will represent the Philippines in Miss Universe 2025, happening on Nov. 21 at the Impact Muang Thong Thani Arena in Bangkok, Thailand.