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 ready for TikTok.
Founded in the US, Miss Universe is one of the longest-running beauty pageants on the planet, aiming to provide a platform for women to promote global causes.
If Thai-Indian Praveenar Singh wins, she will be the country's third Miss Universe and the first since 1988. Expectations are high for Thailand to stage a successful event following its acclaimed 2018 edition.
Drama in Bangkok
The pageant is organized by Thai media mogul Nawat Itsaragrasil, whose controversial management style has led to conflicts. Recently, he was criticized after berating Miss Mexico, Fatima Bosch, leading to her walkout along with a group of contestants.
Further escalating the turmoil, two judges resigned, alleging rigging in the selection process. The Miss Universe Organization has quashed these claims, maintaining the integrity of the competition.
Turbulence at the top
As Miss Universe transitions to new leadership, significant changes include the departure of former CEO Anne Jakrajutatip and the hiring of Guatemalan diplomat Mario Bucaro. Jakrajutatip was known for her push for inclusivity and branding but left amid financial challenges.
The restructuring has raised questions regarding the clarity of leadership and the brand's direction. Experts suggest that cultural differences between the owners complicate these dynamics.
What's next for Miss Universe?
With audiences declining and the need to adapt to social media trends, the Miss Universe Organization faces the challenge of appealing to a new generation of viewers.
While the pageant continues to get criticism for objectifying women, it also provides a platform for many former contestants to advocate for social causes.
Ultimately, the future of Miss Universe hinges on empowering its participants while navigating the controversies that have unfolded this season.
