Miss Universe Pageant Concludes After Organizational Disputes and Judge Resignations
The 74th Miss Universe pageant concluded in Thailand with the crowning of a new titleholder. The event was preceded by several reported incidents, including contestant departures and judge resignations. These occurrences have highlighted reported differences between the pageant's Thai and Mexican ownership. The organization aims to maintain relevance by adapting from a traditional television spectacle to a contemporary media brand.
Background of Miss Universe
Founded in the United States in 1952, Miss Universe is one of the longest-running international beauty pageants. Its stated purpose includes providing a platform for women to advocate for global causes and serving as a potential career stepping stone. Thailand hosted the pageant for the fourth time, with its delegate considered a strong contender by fan communities.
Events Leading to the Final
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Organizational Conflict: Thai media mogul Nawat Itsaragrasil, who held the license to host this year's pageant, organized the events. The overall Miss Universe organization is managed from Mexico by businessman Raul Rocha.
- During an early December ceremony, Mr. Nawat publicly criticized Miss Mexico, Fatima Bosch, for not posting promotional content. When Ms. Bosch objected, Mr. Nawat reportedly called security and threatened disqualification for those supporting her.
- Ms. Bosch subsequently left the room, joined by other contestants.
- The Miss Universe Organization issued a statement condemning Mr. Nawat's behavior. Mr. Rocha, speaking via video, instructed Mr. Nawat to cease such actions.
- Mr. Nawat later apologized, stating his words had been misunderstood. Following these events, a delegation of international executives assumed management of the competition.
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Judge Resignations: A week later, two judges announced their resignations.
- Lebanese-French musician Omar Harfouch, an initial member of the eight-person jury, stated on Instagram that he resigned due to an "impromptu jury" having pre-selected finalists.
- Former French football player Claude Makelele also withdrew, citing "unforeseen personal reasons."
- The Miss Universe Organization denied Mr. Harfouch's allegations, affirming that "no external group has been authorized to evaluate delegates or select finalists." The organization suggested Mr. Harfouch may have been referring to the "Beyond the Crown" program, described as a separate social impact initiative with its own selection committee.
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Contestant Incident: During the preliminary evening gown competition, Miss Jamaica fell on stage and required medical attention, leading to her hospitalization. She is reported to be recovering.
Leadership Transition and Organizational Challenges
The reported incidents coincided with a transition in Miss Universe leadership. Thai transgender media mogul Anne Jakrajutatip resigned as CEO shortly before the pre-pageant events, with Guatemalan diplomat Mario Bucaro appointed as her successor.
Ms. Jakrajutatip acquired the pageant from Endeavor in 2022. During her tenure, she implemented several policy changes aimed at inclusivity, allowing transgender women, married women, and women with children to participate, and removing the age limit for contestants. She also pursued monetization strategies for the brand, including merchandise. In 2023, her entertainment company, JKN, filed for bankruptcy, citing "liquidity problems."
Industry observers, such as American beauty queen and coach Dani Walker, described the leadership transition as "rocky," noting a division of important roles between leaders in Bangkok and Mexico. Paula Shugart, former president of the Miss Universe Organization, commented on the resulting lack of clarity regarding leadership roles, stating it could be "damaging to the brand." Thitiphong Duangkhong, an expert on beauty pageants, suggested a need for awareness regarding cultural differences among those involved in the pageant.
Future Considerations
Miss Universe has experienced declining television viewership as audiences shift to social media platforms. The organization has explored strategies to adapt to this trend, including leveraging social media influencers. Previous attempts by Mr. Nawat to introduce e-commerce and live broadcast selling, similar to his Miss Grand International model, were noted. In Latin America, beauty queens have traditionally been viewed as television celebrities, with a Miss Universe reality show previously produced for that audience.