No more ‘loud' introductions for Unduk Ngadau pageant
Joanna Kitingan – photo by Mariah Doksil
KOTA KINABALU (June 3): Future Sabah State-level Unduk Ngadau pageants will not adopt the loud, showy self-introduction style often seen in international beauty contests, as demonstrated during the Gala Night held on May 28.
Datuk Joanna Kitingan, co-chair of the 2025 Sabah State-level Unduk Ngadau Organising Committee, emphasized that after 65 years, the pageant should remain rooted in tradition and elegance, rather than imitate the flashy trends of international pageants.
'After 65 years, we should be elevating our Unduks to the next level of grace and finesse — not following the trends of other pageants,' she said.
'We have already set the trend 65 years ago as graceful, gentle yet strong, empowered women. You don't have to shout. Look at the strength and power of the bobolians — they have spiritual power.'
Unlike many international contests, which feature upbeat and performative self-introductions, the Unduk Ngadau pageant traditionally highlights modesty, heritage and cultural identity.
However, during the recent Gala Night, finalists introduced themselves in a loud and flamboyant manner, sparking debate about the preservation of the pageant's values.
Joanna said she was not informed about the change during rehearsals and was shocked by the unexpected display.
'Looking back, I feel we are losing the unique elegance of our Unduk Ngadau, especially when they wear their ethnic contemporary evening wear. I always emphasise modesty — be elegant without being sexy, to be heard without being loud.
'Natagak nodi iti' (This is lost), which means we are going down to the level of any ordinary beauty pageant that does not have a cultural background or belief system,' she said.
She acknowledged that some netizens are questioning whether the Unduk Ngadau pageant is losing its identity by mimicking other contests.
'So next year, we shall revert back to grace and elegance instead of loud and flashy.'
Meanwhile, newly crowned 2025 Sabah State Unduk Ngadau, Atitih Yatih Robert, shared the personal sacrifices she made to compete in the pageant, including a dramatic weight loss of over 10kg.
'I think this is my biggest challenge, as I had to control my food intake. Prior to this, I weighed 70kg,' she said.
A lover of sweets and chocolates, Atitih said she had to give them up during her preparation.
'There were days when I felt faint standing up because of fasting,' she admitted. She now weighs 57kg and stands at 163cm.
In addition to the physical challenge, Atitih also struggled with extreme shyness.
'Even now, I am very shy,' she said.
'But I practiced. For eight years, I have been practising, and now I think I can control my shyness.'
She first joined the pageant in 2017 at the age of 18, representing Kota Marudu and winning the Miss Popular Facebook title, though she did not reach the top seven.
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