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, also signals the resolve of the organization to stay relevant and evolve from a once-a-year television spectacle to a media brand poised for platforms like TikTok. Founded in the US, Miss Universe is one of the longest-running beauty pageants, alongside the UK-based Miss World, focusing on global causes like HIV awareness and education for children.
Thailand is hosting Miss Universe for the fourth time, and its delegate this year, Praveenar Singh, is considered a frontrunner to win. If she claims the title, she will make history as the country's third Miss Universe, the first since 1988.
Controversy erupted earlier this month when Mr. Nawat Itsaragrasil, the pageant's Thai organizer, reprimanded Miss Mexico, Fatima Bosch, for not promoting the competition adequately. Following her objection, other contestants walked out in solidarity. The Miss Universe Organization condemned his behavior as malicious, leading to an international delegation taking over.
Additionally, two judges resigned amid allegations of a 'rigged' selection process, further intensifying the controversy. Despite these dramas, the pageant aims to engage a new generation of fans and has been working to adapt its offerings in a world shifting toward social media and influencer culture.
As Miss Universe prepares to crown its new queen, the tension and challenges remain palpable, reflecting a pivotal moment in the pageant's storied history.
The crowning of the new Miss Universe, the 74th since 1952, also signals the resolve of the organization to stay relevant and evolve from a once-a-year television spectacle to a media brand poised for platforms like TikTok. Founded in the US, Miss Universe is one of the longest-running beauty pageants, alongside the UK-based Miss World, focusing on global causes like HIV awareness and education for children.
Thailand is hosting Miss Universe for the fourth time, and its delegate this year, Praveenar Singh, is considered a frontrunner to win. If she claims the title, she will make history as the country's third Miss Universe, the first since 1988.
Controversy erupted earlier this month when Mr. Nawat Itsaragrasil, the pageant's Thai organizer, reprimanded Miss Mexico, Fatima Bosch, for not promoting the competition adequately. Following her objection, other contestants walked out in solidarity. The Miss Universe Organization condemned his behavior as malicious, leading to an international delegation taking over.
Additionally, two judges resigned amid allegations of a 'rigged' selection process, further intensifying the controversy. Despite these dramas, the pageant aims to engage a new generation of fans and has been working to adapt its offerings in a world shifting toward social media and influencer culture.
As Miss Universe prepares to crown its new queen, the tension and challenges remain palpable, reflecting a pivotal moment in the pageant's storied history.
