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 underline 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 an organisation to stay relevant and evolve from a once-a-year television spectacle to a media brand that is ready for TikTok.
Miss Universe, founded in the US, is one of the longest-running beauty pageants alongside UK-based Miss World. It aims to provide a platform for women to promote global causes like HIV and AIDS awareness and education for children.
Thailand is hosting Miss Universe for the fourth time and its delegate this year is considered a frontrunner by fan websites. If Thai-Indian Praveenar Singh wins, she will be the country's third Miss Universe and the first since 1988.
The country's 2018 staging of the pageant is regarded as one of the best in recent years, raising expectations for Thailand to put on a spectacular show.
However, events took a dramatic turn earlier this month when Mr Nawat Itsaragrasil, the pageant organizer, reprimanded Miss Mexico Fatima Bosch for failing to post promotional content, leading to a walkout from several contestants in solidarity with her.
This behaviour was condemned by the Miss Universe Organisation, which sent international executives to take over competition management after Mr Itsaragrasil's actions were deemed "malicious."
The lead-up to the coronation has been dotted with scandals including the resignation of judges who alleged a rigged selection process. One judge specifically referred to a pre-selection of finalists, a claim that was dismissed by the pageant organization.
As Miss Universe transitions to new leadership under Guatemalan diplomat Mario Bucaro, the contest faces ongoing challenges in addressing gender inclusivity, visibility, and the demands of new social media landscapes.
While controversies abound, past queens continue to advocate for social causes, reminding the world that the essence of pageants should be about empowerment and support for women.

















