A montage of UAE-based Filipinos who reacted to Brandon Espiritu's controversial social media comment. EXPAT MEDIA

Just days before Filipinos around the world mark Philippine Independence Day on June 12, a controversy involving Filipino-American pageant winner Brandon Espiritu has triggered widespread backlash from Filipinos in the UAE and beyond, reigniting debate over identity, heritage and what it truly means to represent the Philippines on the international stage. The issue erupted days after thousands of Filipinos gathered at Dubai World Trade Centre on Sunday (June 7) for an advance Independence Day celebration. More festivities are scheduled in Dubai on Saturday (June 13) and in Al Ain on June 20, making the timing of the controversy particularly sensitive for many overseas Filipinos. At the centre of the storm is Espiritu, who represented the Philippines at Mister Supranational 2024 and finished as second runner-up. The backlash stemmed from a now-deleted social media clip in which pageant titleholders were challenged to sing their respective national anthems. Instead of singing Lupang Hinirang, the Philippine representatives sang the US national anthem. The controversy intensified when screenshots surfaced showing an exchange between Espiritu and fellow Filipino-American pageant titleholder Jether Palomo. When a social media user questioned why none of the Philippine representatives sang the Philippine anthem, Espiritu replied: “Because we aren't from the Philippines. Why would we lie?” When a netizen suggested they should have represented a different country, Espiritu responded: “Tell that to all the frontrunners for the Philippines. This country wouldn't have a chance on the national stage without us halfies.” The comment quickly went viral and sparked accusations of elitism, discrimination and disrespect toward Filipinos who have represented the country in pageants for decades.

UAE pageant leaders speak out

Among those reacting to the controversy was Dubai-based pageant organizer Gilbert Espiritu, founder and owner of the Man of the Philippines-UAE pageant. Speaking to Expat Media, he stressed that representing the Philippines should never be about personal gain or ancestry. “The true essence of pageantry is to provide a platform for the candidates to represent their advocacy,” Gilbert said. “Representing the country is another level of pride and this cannot be done by the candidate alone. It requires a team to support you in all aspects and rally the whole country to give you the strength and determination you need,” he said. “The pride to represent your heritage is innate and the will comes from the heart. Regardless if you are halfies or not, your desire to represent the country should be greater than your personal motives,” he added. Gilbert said pageant organizations should carefully assess candidates during screenings. “During interview and screening, they have to be asked for their reason and how rooted they are to the culture and heritage of the country they will represent,” he said. Dubai-based celebrity fashion designer Michael Cinco also weighed in, criticizing contestants who appear to distance themselves from their Filipino identity while benefiting from opportunities in the Philippines. “The nerve of these ordinary-looking guys acting superior when they don’t even look like they have any foreign ancestry. They only come to the Philippines to build a career and gain followers,” Cinco said in a viral social media comment.

‘Being Filipino is more than blood’

Several UAE-based pageant titleholders also publicly rejected Espiritu’s remarks. Ramzy Hesham Villegas, Man of the Philippines-UAE 2021, said Espiritu’s views did not reflect the values of many mixed-heritage Filipinos. “What Brandon Espiritu said does not represent me, nor does it represent many of us who proudly embrace our Filipino heritage,” Villegas said. “I was raised by a Filipino family and surrounded by a rich Filipino culture that shaped who I am today.” “To me, being Filipino is more than blood, it's about heart, values, pride, and the willingness to carry our identity with honor.” He added that Filipinos are respected globally because of “their resilience, hard work, compassion and unwavering pride in who they are.” “You can have Filipino blood, but what truly matters is having the heart of a Filipino,” he said. Brian Rudolph Samson, Man of the Philippines UAE 2019 and Mr. Teen Bayanihan 2018, described the controversy as disappointing and discriminatory. “It is truly disheartening because of this controversy about the ‘halfies’ who are taking this as a privilege to brag about,” Samson said. “This is a discrimination towards us Filipinos, who have the skills, talents and good conduct that should be uplifted towards a better future of our country.” Samson pointed out that he represented Filipinos on the national stage despite not having foreign ancestry. “I hold this sash as proof that we pure Filipinos do have the talent to represent our country at any stage or platform,” he said. "Whether you are half or not, representing the country itself should be the reason you joined the pageant in the first place,” he added.

National pageant figures respond

The controversy also drew reactions from prominent national titleholders. Filipino-Palestinian beauty queen Gazini Ganados shared an image of the Philippine flag with a message rejecting the notion that heritage alone determines Filipino identity. “Halfies or not, no one can dictate what it means to be Filipino,” she wrote. “My love for the Philippines is not measured by blood quantum, but by the pride, respect and service I give to my country.” Meanwhile, Mister International 2025 winner Kirk Bondad, who is half-German and represented the Philippines internationally, disagreed with Espiritu’s comments but urged people not to define a person entirely by a single mistake. “I would have approached the conversation differently,” Bondad said. “At the same time, I don't believe a single moment should define a person's character. We all say things we wish we had phrased differently.” Bondad ended his statement by affirming his Filipino identity. “The Philippines has given me a sense of belonging, purpose and some of the most meaningful experiences of my life, and I am eternally grateful for that.”

Netizens express disappointment with Brandon Espiritu

The controversy sparked strong reactions online, with many Filipinos saying they felt betrayed by comments they viewed as dismissive of Filipino achievements. One netizen, AJ Roden, said Espiritu’s story had once inspired many people. “Before all this, your story was genuinely inspiring,” Roden wrote, referring to Espiritu’s previous accounts of hardship, including waiting tables, sleeping on a friend's couch and selling shoes from his car before finding success. “That’s why this situation feels disappointing to many people. Success becomes difficult to admire when ego starts taking over.” Roden also noted the timing of the controversy. “What a controversy to spark days before the Philippine Independence Day!” he wrote. Another netizen, Kim Charlie Cruz, questioned why individuals would proudly represent the Philippines while appearing reluctant to embrace their Filipino identity. “Representing the Philippines is a privilege, not a backup plan or a career move,” Cruz said. “It comes with the responsibility of respecting the people, culture and identity of the nation you chose to represent.” “Filipino pride shouldn’t be conditional. You either embrace it wholeheartedly or don’t use it only when it’s convenient.”

Mass unfollow campaign for Espiritu and Palomo

The backlash quickly extended beyond social media criticism. Calls emerged for the cancellation of Espiritu and Palomo, with some netizens urging followers to boycott brands and businesses associated with them. A mass unfollow campaign reportedly led to a sharp decline in social media followers for both men. Reports indicated that Espiritu’s Instagram following dropped from around 213,000 to 207,000 followers, while Palomo also lost thousands of followers. Both men eventually disabled comments on their social media accounts amid the growing criticism. The controversy also had business repercussions. Health and wellness company Longevity Labs PH announced that it was ending its investor relationship with Espiritu and taking steps to remove him from its ownership structure. “We have seen Brandon Espiritu’s public apology, and we acknowledge it,” the company said. “After careful consideration, we have made the decision to end our investor relationship with Brandon and are initiating the process to remove him from our cap table.” The company stressed that it is “a Filipino brand” and has a responsibility to its community. Other businesses linked to Espiritu also issued statements distancing themselves from his remarks, including Treehouse Poblacion and Anahao Siargao Resort. Both companies emphasized that Espiritu held only passive investment roles and had no involvement in daily operations. As criticism intensified, both pageant titleholders issued public apologies through Instagram Stories. Palomo clarified that although he was born in the United States and holds dual citizenship, both of his parents are Filipino. “Recently, I made a comment that upset and disappointed many people and I want to address it directly,” Palomo said. “I take full responsibility. I know these are not light topics and I should have been more thoughtful.” “To everyone I hurt, offended or disappointed, I am sincerely sorry,” he said. Espiritu likewise acknowledged his mistake. “I responded impulsively and made a remark that came across as disrespectful to many Filipinos,” he said. “That was not my intention but I understand why people were upset. I am proud to represent the Philippines and proud of my Filipino heritage. For anyone who was offended by my words, I sincerely apologize.” PIA/Expat Media
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