When the golden crown studded with diamonds and pearls is placed on the head of the new Miss Universe in Thailand on Friday, it will mark the end of an exceptionally chaotic edition. In the days leading up to the glittering coronation in Bangkok, contestants alleging mistreatment walked out and two judges resigned with one claiming the contest is rigged. The controversies underscore the cultural and strategic differences between the pageant's Thai and Mexican owners. The crowning of the new Miss Universe, the 74th since 1952, signals a resolve to evolve from a once-a-year television spectacle to a media brand ready for TikTok.
Founded in the US, Miss Universe is among the longest-running beauty pageants alongside the UK-based Miss World. The pageant provides a platform for women to advocate for global causes like HIV awareness and children's education, offering potential celebrity status as a reward. This year, Thailand hosts the competition for the fourth time, with Praveenar Singh emerging as a frontrunner. The anticipation is heightened as Thailand hopes to outdo its 2018 event, which was highly praised.
However, the lead-up to the event has been marred by dramatic incidents. Thai media mogul Nawat Itsaragrasil has faced backlash after confrontations with contestants, including a public reprimand of Miss Mexico, Fatima Bosch, which prompted a walkout by several participants in solidarity. This was followed by two judges resigning amid accusations of a rigged selection process, further exacerbating tensions.
In a significant leadership shift, former CEO Anne Jakrajutatip resigned just before the pageant, replaced by diplomat Mario Bucaro. As the event kicks off, many are left wondering about the future of the pageant amidst these controversies and the stark competition from modern influencer culture. With the rise of social media, fans now engage with former titleholders, reshaping beauty pageants into a blend of glamor and activism, while the mission of empowerment remains crucial for the organization.
Founded in the US, Miss Universe is among the longest-running beauty pageants alongside the UK-based Miss World. The pageant provides a platform for women to advocate for global causes like HIV awareness and children's education, offering potential celebrity status as a reward. This year, Thailand hosts the competition for the fourth time, with Praveenar Singh emerging as a frontrunner. The anticipation is heightened as Thailand hopes to outdo its 2018 event, which was highly praised.
However, the lead-up to the event has been marred by dramatic incidents. Thai media mogul Nawat Itsaragrasil has faced backlash after confrontations with contestants, including a public reprimand of Miss Mexico, Fatima Bosch, which prompted a walkout by several participants in solidarity. This was followed by two judges resigning amid accusations of a rigged selection process, further exacerbating tensions.
In a significant leadership shift, former CEO Anne Jakrajutatip resigned just before the pageant, replaced by diplomat Mario Bucaro. As the event kicks off, many are left wondering about the future of the pageant amidst these controversies and the stark competition from modern influencer culture. With the rise of social media, fans now engage with former titleholders, reshaping beauty pageants into a blend of glamor and activism, while the mission of empowerment remains crucial for the organization.
