The stage is set for Miss Universe 2025, scheduled for November 21 in Nonthaburi, Thailand but behind the scenes the story has been less “crowning moment” and more “chaos reveal.” From leadership shake-ups to public walkouts, the pageant’s glamour is being overshadowed by controversies and questions about respect, governance and whether this historic brand is navigating modern scrutiny well.
One of the earliest shocks came this past October: the brand announced a change at the top. Anne Jakrajutatip who made history in 2022 by acquiring the Miss Universe Organization and promised a new era of empowerment quietly stepped down as CEO in June. In late October, Mario Búcaro was named the successor. The timing so close to the competition raised eyebrows about internal stability and direction. (See Business Insider timeline)
Then came the blow-up. During a pre-pageant event in Thailand, longtime Thai pageant executive Nawat Itsaragrisil confronted Miss Mexico Fátima Bosch on camera, allegedly calling her a “dumbhead” (or in his defence, using the word “damage”) and demanding she face accusations of not participating in promotional duties. The whole thing was livestreamed, and dozens of contestants walked out in protest led by the reigning Miss Universe herself. The brand issued a statement saying it would restrict Nawat’s role for the rest of the contest, emphasising respect and dignity for participants.
There’s more. Several national contestants either withdrew or couldn’t attend. Miss Germany 2025 chose to bow out, citing personal reasons and broader concern about the environment she’d be stepping into. Some delegates pointed to uneven communication, unclear rules, and an organisation under pressure. At the same time, an intellectual-property dispute emerged: the Miss Universe Organization publicly called out the Thai franchise for running an unauthorised “Special Dinner & Talk Show” event that violated brand rights. The dispute added legal heaviness to what was already a reputational mess.
And while the public walkout became the visible flashpoint, underlying issues have been accumulating for months. Last year, a former title-holder accused the competition of being “fixed, every year” leading to a crown being stripped for disloyalty to brand values. Earlier this year, the organisation sued the former CEO of Miss USA for allegedly fostering a toxic work environment, failing to pay key winners and damaging franchise relations. Combined, these incidents create a picture of a global pageant brand that is powerful and historic and yet scrambling in a modern era of social scrutiny, franchise complexity, and on-camera accountability.
For contestants, sponsors and fans, the implications are real. Access to the crown has always meant more than a sash: it means platform, opportunity, identity. But if the stage behind that crown is unstable, the value proposition shifts. Delegates ask: Will I be protected? Will I be respected? Will my moment be overshadowed by management drama? Corporate sponsors examine: Does this brand align with the values consumers expect? Broadcasters wonder: Will the show deliver prestige or distract with scandal?
Despite the turmoil, the show goes on finals will be held in Thailand, multiple countries debut or return, and the glamour will be on display. But the mood is different. The contestants are not only vying for the crown they are navigating an environment where they are also demanding basic respect, clarity and voice. The public walkout wasn't just theatre it was a signal: these women are no longer prepared to be silent props on a troubled stage.
Here are a few things to watch in the coming days: how representatives of national organisations respond to the pageant’s leadership; whether more delegations withdraw or raise concerns; how the winner uses her platform in this climate; and how the Miss Universe brand repairs trust (if it chooses to) after such a stormy lead-in. For observers, this edition may mark a turning point: the pageant as spectacle remains but the pageant as institution may be in for a reckoning.
In short: Miss Universe 2025 is still about beauty, ambition and global representation. But it’s also about accountability, respect and brand governance in a changing world. The lights will go on, the crowns will shine but behind the scenes the questions aren’t going away.
