From a lover of beauty, James Ericson Tiu has embarked on a journey to write a new chapter for the Philippine beauty industry. He is not only the force behind international victories but also a sower of ideals for the younger generation: to dare to dream, to take bold steps, and to courageously change their destiny through the light of beauty and intellect.
Journey from a hobby to the national mission
At first, for James, beauty was simply a passion—a modest hobby and a spiritual escape. He often attended local beauty events in Manila, passionately following every step and glance of the contestants. But it was this close observation that nurtured in him a vision: that beauty is not just about appearance, but a means to change a person’s destiny.
But destiny opened an unexpected new path. In 2018, following the passing of the national director of the Mr. Universal Ambassador pageant, James was entrusted with the position. Living up to expectations, he guided contestant George de Lumen to a historic victory in India, marking a major turning point in his career. This was not just a personal win—it was the beginning of a national mission: to elevate the image of Filipinos on the global stage through intellect, poise, and compassion.
From a title to a global beauty ecosystem
The victory at Mr. Universal Ambassador 2018 not only confirmed James’s capabilities but also served as a declaration of his mission. Since then, he has continuously expanded his scope of work, taking on the role of national director for numerous beauty pageants: Mr. & Ms. Friendship International Philippines, Mr. & Ms. Elite Global, Master of the World Philippines, and Mr. & Ms. Tourism Universe International.
For him, these competitions are not merely stages to celebrate beauty but places to nurture and develop individuals holistically. Each contestant is a story, a dream, and James is the one who ignites that dream. He doesn’t look for perfection. He seeks souls that know how to inspire, people who have the ability to create a positive impact on their community and country.
Strategic mindset and a distinct vision
What truly defines James Tiu’s brand is his sharp mindset and global vision. He understands that a winner needs not only outstanding beauty but also “a heart that feels deeply” and “the courage of a leader”. That’s why his criteria for selecting national representatives are always strict and comprehensive, aiming for a balance between intellect, physique, social skills, and a spirit of dedication.
Not limited to the Philippines, James also actively promotes his country’s beauties on international stages such as Global Fashion Week in Vietnam and Harbin Fashion Week in China, serving as a talent director. There, he brings not only models but also aspirations, cultural identity, and a deep sense of national pride.
Paving the way and inspiring the young generation
Not just a behind-the-scenes figure, James Tiu is also an inspiring symbol for hundreds of young talents. With steadfast determination, he has proven that passion, when guided the right way, can become a brilliant career with influence that crosses borders.
He not only opened doors to international competitions but also provided a nurturing environment for young people to develop soft skills, build their image, and cultivate leadership thinking. In the eyes of the Asian beauty community, James Tiu is not just a stage director but an architect of great dreams.
From a small passion to a grand mission, James Tiu has been writing a new chapter for the Philippine beauty industry. With dedication, talent, and perseverance, he not only creates champions but also touches the hearts of a generation that dares to dream, to step forward, and to change.
Catherine | Cameron Truong
