Brand & Business: Dubai-based PR firm behind Maymay Entrata’s Arab Fashion Week Debut expands in the Philippines

Filipino-led communications agency Yugen PR is setting its sights on the South East Asian market with the launch of its first international office, in Manila.


DUBAI, UAE – A luxury PR firm expands its operations outside of the Middle East by opening its first branch in the Philippines. The firm – led by two Filipino creatives, Josh Yugen, CEO and Co-Founder, and Ian Borromeo, PR Director, and Co-Founder, was established in 2007 and has since become one of Middle East’s most valuable luxury communications agency.

Yugen PR is known to take a global approach to communications. Over the years they’ve worked in several different industries, including the real estate sector, travel and tourism, luxury fashion, and more.



The company has a highly curated list of brands and clients such as Aston Martin Residences in Miami and Dubai-based Filipino couturier, Furne One Amato, who have dressed Royalties and A-list Hollywood Celebrities like Beyonce, Katy Perry, and Ariana Grande.

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No strangers to the global stage, Yugen PR has produced numerous events focused on bringing Filipino talents worldwide. The company was the brainchild behind Maymay Entrata’s debut at Arab Fashion Week where she opened designer Furne One Amato’s anniversary show for Amato Couture in Dubai which became a global trending topic worldwide receiving 1M+ tweets. Yugen PR has also produced MayWard’s concert in 2018 which was attended by 30,000 people becoming the largest Filipino concert in Dubai.

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Yugen PR will work to elevate homegrown Filipino brands and clients to the next level with its diverse experience and state-of-the-art media impact. The agency has also announced plans to open offices in other South East Asian countries as part of their long-term plan to create wider market communications services, where brands have the potential to connect with people in meaningful ways.

To know more about Yugen PR, visit

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