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Yugen PR, a leading luxury PR firm in Dubai, has taken a major step in its global expansion by launching its first international office in the Philippines, located at Bonifacio High Street.

Founded in 2007, the firm is spearheaded by two Filipino creatives—CEO and Co-Founder Josh Yugen and Managing Director and Co-Founder Ian Borromeo. Over the years, it has grown into one of the Middle East’s most influential luxury communications agencies.

Renowned for its international approach to PR, Yugen PR has built a strong presence across multiple industries, including real estate, travel and tourism, luxury fashion, and more.

The firm represents a highly curated list of prestigious brands and clients, including Louis Vuitton, Rolls-Royce, and Aston Martin Residences in Miami. They have also collaborated with global icons such as Beyoncé, Saweetie, Ariana Grande, Kylie Jenner, Billie Eilish, Louis Partridge, Black Eyed Peas, and Nicole Scherzinger.

Yugen made several history including:

• The pioneering agency that brought a reigning Miss Universe to Dubai for the Xpedition Annual Gala Awards in 2018
• The trailblazers who made Maymay the first Filipino to grace the runway at Arab Fashion Week
• The innovators who enabled Pia Wurtzbach to become the first Miss Universe to walk at Arab Fashion Week, marking the event as the most-watched fashion show in the region
• The first to collaborate with Hollywood star Nicole Scherzinger for the Global Citizen event

Additionally, the group holds the distinction of being the first company to successfully send representatives from the Gulf region since 2021 at the Miss Universe competition. They now own multiple franchises of Miss Universe and send delegates from territories such as Bahrain, Egypt, and Pakistan. For three consecutive years, the group’s franchises in Miss Universe have featured some of the most iconic women who have ever graced the Miss Universe stage with their unique presence and remarkable achievements including Erica Robin – the first ever Miss Universe Pakistan and Logina Salah – the first-ever representative in Miss Universe with skin condition – vitiligo.

No strangers to the global stage, Yugen PR has organized numerous events focused on showcasing Filipino talents worldwide.

The company was behind BINI’s viral magazine cover in 2021, which became a trending topic globally. Yugen PR also orchestrated Pia Wurtzbach’s Arab Fashion Week debut in 2021, which garnered more than 1 million views across all social media platforms.

With the opening of their first overseas office outside Dubai, Yugen aims to bridge more businesses from the Middle East to East Asia and vice versa.

To kickstart this vision, Yugen will be introducing the viral Dubai Chocolate flavor Kunafa Chocolate in the Philippines, which will be available in the market in the coming weeks. The products are personally curated by Josh Yugen and originally made in Dubai. “We are extremely excited and optimistic about creating more business opportunities between the Middle East and East Asia, particularly the Philippines and Southeast Asia. As our opening salvo, the viral Dubai Chocolate is a game-changer as it is originally made in Dubai, ensuring that the flavor and quality of the chocolates are on par with Dubai standards.”

He added, “With our business expansion in the region, it is also a personal endeavor for me. Being a Filipino, it is definitely time for me to share all my knowledge, wisdom, and opportunities so that more businesses can grow and thrive. Having lived in Dubai for 17 years, I have garnered valuable insights about the market and how to navigate its intricacies. It’s now time to bring this expertise to this market and vice versa.”

Josh Yugen also announced several collaborations and partnerships with local brands from the Philippines happening this year, such as products with Apostol Dental and Cosmetic Center and Wow Glow.

“Yugen PR aims to elevate homegrown Filipino brands and clients to the next level with its diverse experience and state-of-the-art media impact,” said lan Borromeo, co-founder and Managing Director of Yugen Group.