From the Miss Universe stage to the helm of one of the country’s most prestigious pageants, Ariella Arida has come full circle.
Once admired for her elegance and poise as Miss Universe 2013 3rd Runner-Up, she now channels that same grace and determination into a larger purpose as the National Director of Miss Universe Philippines. In her new leadership role, Arida is not only guiding the organization forward; she is redefining what it means to be a queen in today’s world.
She begins by clarifying the structure of the organization. Jonas Gaffud holds the title of President of Miss Universe Philippines, while Arida currently serves as National Director. Still, her role is pivotal in shaping the brand’s direction. “In this role, I envision leading the evolution of pageantry by embracing diversity and inclusivity, focusing on authentic beauty, empowering candidates with strong personal stories, and advancing meaningful advocacy. Future queens will be recognized not just for their looks but for their impact, championing causes like mental health, education, and sustainability. With a tech-driven approach, digital engagement will connect global audiences through interactive content and immersive experiences.”
At the heart of her leadership is a desire to ensure that Miss Universe Philippines evolves with the times. She envisions a platform that reflects depth, purpose, and national pride. “I want both the queens and the brand to be recognized as modern-day changemakers, with strong platforms focused on mental health, education, and sustainability, supported by meaningful partnerships. More importantly, I aim to strengthen the love for our heritage and culture by showcasing our barongs, ternos, and modern indigenous wear, transforming our national costume segment into an internationally celebrated fashion moment.”
Arida is particularly passionate about keeping the pageant relevant to today’s generation of Filipinas. In her view, this means embracing both tradition and innovation. “Given the relevance of technology in this generation, I envision our future queens to be tech-savvy, socially aware, and unapologetically outspoken. Training will go beyond pasarela to include digital branding, leadership, and public diplomacy, preparing for a bold, purpose-driven new generation of queens.”
A strong believer in adapting to the changing media landscape, Arida has introduced digital innovations to enhance public engagement. One of the most notable additions this year is a new voting system designed to deepen audience participation. “This year, we’ve truly maximized the use of various social media platforms, including a voting system where the top three delegates with the highest number of votes will automatically advance in the key segments of the competition. It’s an exciting addition, as everything the girls are doing is now more transparent and highly interactive on social media.”
Yet even as she leads the pageant into a more digital and dynamic era, Arida remains deeply anchored in purpose. For her, empowerment is not a buzzword but the foundation of what Miss Universe Philippines stands for. “Empowerment in pageantry today means celebrating women for their voice, purpose, and impact, not just beauty. It’s about embracing diversity, championing real-world issues, and equipping queens with leadership and advocacy skills. And winning isn’t the end, it’s the beginning of using their title to create impact, influence culture, and inspire others.”
This message extends to how she wants the world to view Filipinas—confident, capable, and in control of their own narrative. “The Miss Universe Philippines is set to become a global standard, producing iconic queens, creating viral content, and solidifying the Philippines as a true pageant powerhouse. More importantly, the modern Filipina now has control over her image, story, and decisions. She isn’t molded; she is mentored to stand in her truth and stay true to her core.”
As a mentor to future candidates, Arida is determined to shape not just polished queens but grounded individuals. She places great emphasis on inner character and values. “My role is to mentor this new generation on how to balance grace with grit and humility with hustle. Despite the fame and attention, they should always remember where they started and use that as inspiration to strive for more.”
When asked about what lies ahead, Arida speaks with humility and hope. Her leadership, she says, is a chapter she had not anticipated but fully embraces. “Life is an exciting journey; you never truly know what will happen next, just like my appointment as National Director for Miss Universe Philippines. What I can say for now is that I’m committed to strengthening the vision I have for the organization. I will do my best, together with the Miss Universe Philippines team, to provide an exciting platform that hones our candidates into the best versions of themselves and prepares them to be outstanding representatives—with the goal of bringing home our fifth Miss Universe crown.”
Ariella Arida’s story has always been one of evolution. From the runway to the boardroom, she continues to lead with purpose, authenticity, and vision. Under her guidance, Miss Universe Philippines is becoming more than just a beauty pageant—it is a platform for influence, advocacy, and national pride. And through it all, she reminds every Filipina that the true crown lies not in the title, but in the impact they create.
