The Miss Universe 2025 pageant in Thailand concluded on Friday with the crowning of Miss Mexico, Fatima Bosch, marking the end of an exceptionally chaotic and scandal-ridden season. Leading up to the glittering coronation, the competition was beset by contestant walkouts, accusations of mistreatment, and the resignations of two judges, one of whom claimed the contest was rigged. These controversies, analysts say, highlight significant cultural and strategic differences between the pageant's Thai and Mexican owners, as the organization strives to remain relevant in a rapidly changing media landscape.

A major point of contention arose during a pre-pageant ceremony when Thai media mogul Nawat Itsaragrasil, who holds the license to host this year's pageant, publicly chastised Miss Mexico, Fatima Bosch, for failing to post promotional content. When Ms. Bosch objected, Mr. Nawat called security and threatened to disqualify those who supported her. In a show of solidarity, Ms. Bosch left the room, followed by other contestants. The Miss Universe Organisation swiftly condemned Mr. Nawat's behavior as "malicious," with Miss Universe President Raúl Rocha Cantú, based in Mexico, urging his Thai business partner to "stop." Although Mr. Nawat later apologized, claiming his words were misunderstood, a delegation of international executives was dispatched to oversee the competition's operations.

Further turbulence emerged a week later with the resignations of two judges. Lebanese-French musician Omar Harfouch, a member of the eight-person jury, announced his departure on Instagram, alleging that an "impromptu jury" had pre-selected finalists before the final competition. Shortly thereafter, former French football star Claude Makelele also withdrew, citing "unforeseen personal reasons." The Miss Universe Organisation refuted Mr. Harfouch's claims, stating that "no external group has been authorized to evaluate delegates or select finalists," and suggested he might have confused it with the "Beyond the Crown" program, a separate social impact initiative.

Adding to the dramatic events, Miss Jamaica, Dr. Gabrielle Henry, experienced a scary fall from the stage during the preliminary evening gown round on Wednesday night. A viral video captured the moment she stumbled while walking in a long orange gown. She was subsequently rushed to Paolo Rangsit Hospital in Thailand on a stretcher. Confirming the incident, the Miss Universe Organisation stated that Henry sustained minor wounds and was receiving treatment, expected to remain under observation overnight. She is thankfully stable and recovering.

The string of controversies coincides with a period of significant leadership transition for Miss Universe. Thai transgender media mogul Anne Jakrajutatip resigned as CEO just before the pre-pageant events, replaced by Guatemalan diplomat Mario Bucaro. Ms. Jakrajutatip, who acquired the pageant from Endeavor in 2022, had introduced sweeping changes to promote inclusivity, allowing transgender women, married women, and women with children to participate, and also removing the age cap for contestants. Despite these reforms, her entertainment company JKN filed for bankruptcy in 2023 due to "liquidity problems." Dani Walker, an American beauty queen and pageant coach, described the transition as "very rocky," noting that important roles are now split between leaders in Bangkok and Mexico, leading to confusion among fans and outsiders about who is truly in charge. Scholar Thitiphong Duangkhong also highlighted potential cultural clashes, suggesting that Ms. Jakrajutatip's transgender identity might not have resonated well with some Latin American fans who adhere to more traditional cultural norms.

Miss Universe, founded in the US, remains one of the longest-running beauty pageants globally, aiming to provide a platform for women to promote global causes and serve as a springboard to celebrity status. Thailand hosted the pageant for the fourth time this year, with its delegate, Praveenar Singh, being a fan favorite. However, with declining traditional broadcast audiences, the organization is keen to evolve from a once-a-year television spectacle into a dynamic media brand ready for platforms like TikTok. This shift involves embracing e-commerce, a strategy championed by Mr. Nawat for his Miss Grand International queens, which he attempted to introduce to Miss Universe. Conversely, on the Latin American side, beauty queens are still largely viewed as glamorous television celebrities, as evidenced by a dedicated Miss Universe reality show.

Despite the business-related controversies, former queens continue to leverage their platforms for various causes, such as Catriona Gray's efforts to provide safe drinking water in the Philippines. The pageant also faces ongoing criticism for objectifying women, though it has adapted by allowing contestants from conservative countries to wear full-body coverings in the swimsuit round, alongside the traditional two-piece bikinis. Paula Shugart, a former Miss Universe Organisation president, emphasized that empowering women should remain at the core of the organization, asserting that "Miss Universe is nothing if you're not empowering the women that compete." Ultimately, the 74th crowning of Miss Universe signals the organization's determination to stay relevant and continuously evolve.