Beauty Queens and Kings Express Filipino Pride After "Halfie" Remark Goes Viral

Filipino-American entrepreneur Brandon Espiritu is at the center of controversy after a publicly-made remark of his sparked discourse among the pageant community.

In a now-deleted reel posted last June 10, Brandon and his fellow beauty kings Jether Palomo and Kirk Bondad were seen singing their respective national anthems. Notably, Jether sang the American anthem, followed by a comment that read "I pledge allegiance to the flag" on the post.

A netizen commented that the two, despite representing the Philippines at international pageants, didn't sing the Philippine anthem. This prompted Brandon to reply that, "because we aren't from the Philippines. Why would we lie."

After the same netizen added that they "should have represented [their] country," Brandon wrote: "Tell that to all the frontrunners for the Philippines. This country wouldn't have a chance on the [in]ternational stage without us halfies."

Such remark has not gone unnoticed by netizens within and beyond the pageant community. The term "halfies" sparked online outrage given its connotations, which led many to call out Brandon and Jether. Many redirected their disdain to Brandon's business enterprises, which included Treehouse Bar & Cafe and Anahao Siargao.

After the backlash, Brandon took to his Instagram story to apologize for the comment, saying, "I responded impulsively and made a remark that came across as disrespectful to many Filipinos..." Significantly, several brands and companies to have been affiliated with Brandon have publicly severed ties, emphasizing how they do not associate with his views on Filipino identity.

Brandon wore the Philippine sash when he competed in Mr. Supranational 2024, where he finished as a runner-up. Jether, who was also seen in the video, was a candidate at Mister Pilipinas Global 2025, and has also apologized for his remarks.

Brandon's comment has generated outrage from the pageant community, couturier Michael Cinco included. In comments on seperate posts, the globally-renowned Filipino designer called the involved indivduals out on their tactlessness, adding "They only come to the Philippines to build a career and gain followers... DUHHH."

Stacey Gabriel, an alumna of both Binibining Pilipinas and Miss Universe Philippines, stated that, "You either embrace your Filipino heritage fully when you represent us or you don't," emphasizing how the term "halfies" can be damaging to different sectors of Filipinos. In a post she made this June 12, Independence Day, she expressed that she is a, "proud Filipina who stands on the shoulder of Filipina matriarchs."

Other beauty pageant alumni have also come forward to express their Pinoy pride following the "halfie" discourse. Some names to have contributed to the conversation include Miss Universe Philippines 2021 Beatrice Luigi Gomez, Reina Hispanoamericana 2025 Dia Mate, and Mister Pilipinas Cosmo 2026 Enzo Bonoan.