TUARAN: In a fast-moving and increasingly modern world, Juje Elor @ Francis believes that culture and identity are not things to be hidden in order to adapt to changing times. Instead, cultural heritage is a source of strength that shapes who we are, no matter how far we go in life.
The First Runner-Up of Unduk Ngadau Kaamatan 2026 hopes that Sabah’s younger generation will have the courage to be themselves, appreciate their heritage, and never be ashamed to carry their cultural identity wherever they go.
“I want to remind young people that our culture and identity are something to be proud of, not something to hide. In a rapidly modernising world, we can move forward without forgetting our cultural roots,” she said.
Once Doubtful, Now Confident
For Juje, that message comes from a journey that not only brought her to the Unduk Ngadau stage, but also transformed the way she sees herself.
Having placed in the Top 15 in 2023, the 23-year-old flight attendant admitted that she once struggled with the same self-doubt experienced by many young people. Seeing other contestants who appeared highly confident, experienced, and well-prepared made her question whether she was good enough to stand on the same stage.
“I used to ask myself, ‘Am I good enough? Have I prepared enough? Do I even deserve to be in the Top 7?’
“But I learned that my strength does not lie in perfection. It lies in being authentic, being myself, believing in myself, and having confidence in who I am. Nothing is impossible when you truly believe in yourself,” she said.
Through those moments of doubt, Juje came to understand that confidence is not about being perfect, but about accepting yourself with all your strengths and imperfections.
Unduk Ngadau: More Than Just a Competition
Her journey in Unduk Ngadau also taught her that the platform is far more than a beauty pageant or a competition for a title.
Instead, it serves as a space to represent communities, share values, and introduce culture to a wider audience.
According to Juje, one of the most meaningful moments of the competition was not when her name was announced among the Top 2 finalists, but when she was able to speak confidently about culture, community, and identity.
“That was the moment I realised that Unduk Ngadau is not just about competition. It is about carrying the identity and voice of our community with pride,” she said.
Behind the Smile: Tired, Yet Still Moving Forward
Despite the confidence and composure she displayed on stage, Juje admitted that the journey was never as easy as it appeared.
There were days filled with emotional and mental exhaustion, but she chose to keep moving forward.
“The hardest moments were when I had to keep smiling and appear strong in front of others, even though I was emotionally and mentally exhausted behind the scenes.
“But I did not want all my efforts to go to waste because I gave in to fatigue and emotions,” she said.
The sacrifices of time, energy, and emotions eventually became part of the process that shaped the person she is today.
The Real Victory: Growth Beyond the Title
If there is one thing Juje values most from her Unduk Ngadau journey, it is not the title or ranking she achieved.
Instead, it is the courage to embrace herself and appreciate the roots that shaped her identity.
“My greatest victory is personal growth. I learned to be more confident, more courageous in speaking up, and more appreciative of who I am and where I come from.
“The title may eventually come to an end, but the values and lessons I gained throughout this journey will stay with me forever,” she said.
Now, after coming this far, Juje hopes more young Sabahans will have the courage to be themselves.
Because to her, progress and culture should never be seen as opposing choices — they can, and should, move forward together.
