NEW YORK / THAILAND, 14 November 2025 – The once-steadfast world of the Miss Universe pageant is facing turbulence as internal power struggles, the rise of social-video platforms and cultural shifts collide, exposing a beauty-empire in flux. The pageant, long seen as a hallmark of global glamour, is now beset by conflicts among male executives, fractious local licensees and the disruptive force of TikTok-era attention dynamics.
At the heart of the story lies the expanded influence of short-form video platforms and influencer culture. Pageant licence-holders, many of them male-dominated media groups, are scrambling to monetise relevance, pushing TikTok clips, behind-the-scenes drama and viral moments. This shift has elevated controversies, eroded traditional brand control and prompted a scramble for new revenue models.
Meanwhile, a series of local incidents, including a heated altercation between a national licensee in Thailand and a contestant during a televised moment, has triggered reputational blow-back. Public feature details how the franchise’s male-dominated governance structures are now under scrutiny, with rising calls for modernisation, transparency and a new approach to cultural relevance in an era of high-profile social-media critique.
Key Themes and Why They Matter
- TikTok’s disruptive role: Short-form video has transformed how beauty contests are consumed. Viral clips now matter as much as the crown-walk. The franchise’s leadership is grappling with how to leverage that while maintaining brand dignity.
- Male executive infighting: The feature highlights internal power tussles among regional franchise holders, many of whom are older, male media moguls, over rights, content control and monetisation. These fights exacerbate brand vulnerability and delay reform.
- Brand relevance vs. spectacle: In an age where authenticity, livestreams and behind-the-scenes moments reign, the traditional pageant format is under pressure to update. Failure to adapt risks the franchise being viewed as outdated or tone-deaf.
- Reputation risk in real time: With contestants and local events being live-streamed and immediately dissected on TikTok, Instagram and X, missteps travel fast. Managing brand integrity across dozens of national franchises is increasingly complex.
Implications for Asia-Pacific Stakeholders
For media companies, brand sponsors, and licensing entities in Asia, the fallout is multifaceted:
- Licensing value may be under stress: Asia-Pacific markets (Thailand, Philippines, Vietnam) have been growth hubs for the franchise. But if brand perception weakens, royalty-streams may decline and local partners may face renegotiation.
- Sponsorship and advertising risk: Brands that align with the pageant expect alignment with glamour, positive values and control. The rise in controversies adds brand-safety risk, possibly limiting high-value sponsorships in the region.
- Content strategy shift: To stay relevant, national licensees will need to prioritise digital-first content, influencer tie-ups and engagement metrics beyond staging the live finale. That shift requires new investment, talent and governance.
- Governance/ESG scrutiny: With the spotlight on male leaders, cultural relevance and inclusivity, the franchise will increasingly face calls to adopt stronger governance, contestant-protection mechanisms and diversity frameworks. For Asian partners, aligning to those standards is becoming critical.
