Filipina ramp and print model Isabel Roces in her "spicy" PETA ad. In an interview with Rogue Magazine, Roces said the juices from the chilis caused some pain during her daring shoot.

MANILA, Philippines - Sexy model Isabel Roces was named Asia's "person of the year" by the People for the Ethical Treatment of Animals (PETA), a global animal rights organization.

Roces, a vegetarian since 7th grade, has also long been in the running for PETA's "World's Sexiest Vegetarian" award. This year, the award was given to singer Geneva Cruz.

Roces, a granddaughter of wealthy publisher Don Joaquin "Chino" Roces, was cited by PETA for her numerous contributions to their animal welfare campaigns.

The 28-year-old Filipina supermodel had appeared in various PETA advertisements urging people to go vegetarian.

Roces was inspired to turn vegetarian when she read books and saw a video about the cruel treatment of animals.

Since then, she has posed in a long mermaid dress made entirely out of lettuce leaves and has appeared naked and waist-deep in red chilis holding a sign with the words "Spice up Your Life, Go Vegetarian."

These are part of PETA's sexy and flesh-baring campaigns designed to catch the public's attention and get them interested in animal rights issues.

PETA had enlisted the help of numerous celebrities in the Philippines for their campaigns, including Yasmien Kurdi, Diether Ocampo, Ornussa Cadness, Alicia Meyers, and Raya Mananquil.

Commitment to animal rights

According to PETA, Roces has also staunchly avoided endorsements for meat or dairy, animal-tested beauty products or fashion accessories and garments made from animal by-products.

PETA also commended Roces for helping the Philippine Animal Welfare Society (PAWS) in their animal rescue operations during tropical storm Ondoy last September. She was able to solicit cash and bottled water donations for PAWS.

"Isabel Roces continues to impress us with her commitment to promoting vegetarianism and drawing attention to the plight of animals," said PETA Asia-Pacific Director Jason Baker in a press statement.

Other celebrities who have received the distinction of PETA's "person of the year" are US talk show host Oprah Winfrey, West Virginia Sen. Robert Byrd, and former "James Bond" actor Sir Roger Moore, among others.

PETA, an animal rights group was established in 1980, reportedly operates under the principle that animals should not be eaten, worn, experimented on, or used for entertainment.

It is the world's largest animal rights organization with more than 1.6 million members and supporters all over the globe. Report by Kristine Servando, abs-cbnNEWS.com/Newsbreak.