New Miss Universe Crowned Amid Controversy in Thailand

Published: 21 November 2025 Friday. The English Chronicle Desk. The English Chronicle Online

When the glittering crown of Miss Universe 2025 Thailand, studded with diamonds and pearls, is placed atop the head of the new winner on Friday night in Bangkok, it will mark the dramatic conclusion of one of the most turbulent editions of the global beauty pageant in recent memory. This year’s contest, the 74th Miss Universe since its inception in 1952, has been defined not only by dazzling gowns and fierce competition but also by controversy, resignations, and public allegations of mistreatment. Contestants from several countries staged walkouts in the lead-up to the grand finale, while two judges stepped down, one openly claiming that the contest was rigged. The chaotic season has spotlighted the challenges of navigating cultural differences between the pageant’s Thai and Mexican ownership and revealed the complexities of evolving an iconic brand in the age of social media.

Thailand, hosting the Miss Universe pageant for the fourth time, arrived at the event with high expectations. Its 2018 staging of the contest is widely regarded as one of the best in recent years, and local fans have pinned their hopes on Thai-Indian contestant Praveenar Singh, who could become Thailand’s third Miss Universe and the country’s first titleholder since 1988. Yet, behind the scenes, the smooth, polished spectacle seen on stage masked a series of internal disputes. Ms Jakrajutatip, the Thai transwoman owner, brought in Mexican businessman Mr Rocha as a partner and later engaged Mr Nawat to organize the 2025 pageant. The resulting dual-leadership structure created tension and confusion, with key decisions split between Bangkok and Mexico. For fans, observers, and even participants, it was not always clear who was steering the organization—a situation former Miss Universe president Paula Shugart described as damaging to the brand’s reputation.

Experts on pageantry note that these internal tensions reflect deeper cultural and strategic differences. Thitiphong Duangkhong, a scholar of women’s and Latin American studies, explained that Thai organizers operate within a social context and structure vastly different from those familiar to Latin American fans, for whom the pageant remains a glamorous television spectacle. He also highlighted potential biases against Ms Jakrajutatip as a transwoman in a historically “macho” pageant culture, underscoring the sometimes fraught intersection of tradition, gender, and global business in the Miss Universe franchise.

Despite these controversies, the Miss Universe organization continues to evolve in response to changing media landscapes. Traditional television audiences have steadily declined, with younger viewers migrating to platforms like TikTok and Instagram. Here, former titleholders, even runners-up, maintain millions of followers, leveraging their visibility to become influencers and entrepreneurs. Mr Nawat’s influence, known from Miss Grand International, emphasizes social media engagement and live e-commerce opportunities, signaling a strategic shift from broadcast-centered entertainment to a multimedia, interactive brand. This dual approach, however, has sparked debate, particularly among Latin American fans who continue to view beauty queens primarily as glamorous television celebrities.

Yet, the heart of Miss Universe—the empowerment of women and promotion of social causes—remains intact. Contestants continue to advocate for critical global issues, from HIV and AIDS awareness to education for children. Former queens, like 2018 titleholder Catriona Gray, use their platforms for charitable causes, exemplifying the role of pageantry beyond entertainment. Even as the swimsuit round generates discussion—with contestants from conservative countries given full-body coverage options—the pageant strives to balance tradition with inclusivity, aiming to maintain relevance in a diverse, modern society.

As Bangkok prepares for the coronation of the new Miss Universe 2025, the world watches not just for the crowning moment, but for how the organization navigates this unprecedented season of tension, cultural negotiation, and transformation. The event is a vivid reminder that Miss Universe is no longer just a televised spectacle—it is a global media brand negotiating tradition, modernity, and the evolving role of women in society, all while striving to inspire millions around the world.