Imagine you step out onto the street, turn left to see a billboard featuring the radiant face of a beauty queen, turn right to see another beauty queen cutting a ribbon for an inauguration, turn on the TV to see a beauty queen hosting a show, scroll through social media to find another beauty queen crowned just last night. Turn on your phone and see a beauty queen livestreaming to sell products. Welcome to Vietnam, where the title of beauty queen seems to have become a part of daily life. But is this the glow of beauty and talent? Or just a title inflation that leaves people dizzy?
Why is Vietnam experiencing a beauty queen inflation?
From major cities like Hanoi and Ho Chi Minh City to rural provinces, beauty contests have become an indispensable part. But what is causing beauty contests in Vietnam to increase at a dizzying rate, reaching inflation levels? And where does Vietnam stand compared to beauty powerhouses like the USA, Venezuela, the Philippines, France, or Colombia? In recent years, Vietnam has recorded around 35 national beauty contests, an impressive number compared to previous years, from Miss Vietnam, Miss Universe Vietnam, Miss World Vietnam to contests like Miss Tourism Vietnam, Miss Sea and Islands, or Miss National.
The list of contests seems to have no end. In short, any field has its own beauty queen. Meanwhile, countries like the USA, Venezuela, or the Philippines are also famous for their beauty and vibrant contests. Today we will explore this story together.
In 2025, it is expected that around 36 beauty contests will be licensed nationwide, an increase from previous years. Among these, nearly half belong to major groups like Miss Vietnam, Miss Universe Vietnam, Miss World Vietnam. The remaining contests include smaller events like Mrs. Vietnam, Businesswoman Vietnam, and Environmental Vietnam. Provinces and localities are also actively organizing contests to promote tourism and culture. For example, the Miss National Vietnam 2025 in Binh Thuan attracted 50,000 tourists, generating an estimated revenue of 150 billion VND for the locality.
Thus, with around 35 contests, Vietnam will award 150 titles from Miss, Runner-up, and Beauty Queen each year. On average, each contest must award from three to five titles. In total, about 2,500 contestants will participate in these contests. For major contests like Miss Vietnam, it attracts around 500 contestants in the preliminary round. Meanwhile, smaller contests like Environmental Miss have about 50 to 100 contestants participating. The revenue from these contests is also a noteworthy figure. An average beauty contest generates from 5 to 10 billion VND for sponsors through ticket sales and advertising contracts. Specifically, Miss Universe Vietnam 2025 is estimated to bring in 30 billion VND with the participation of major brands in cosmetics, fashion, and tourism.
With these titles, Vietnam also makes its mark on the international stage. We maintain a position in the top 10 of the beauty rankings. The beauty queen ranking is called Global Beauty 2025. To better understand Vietnam's position, let's compare it with prominent countries in the beauty field like the USA, Venezuela, the Philippines, France, or Colombia.
The USA is one of the leading countries in terms of the number of beauty contests and international achievements.
In 2025, the USA will host about 25 national beauty contests, which is still fewer than Vietnam. A total of about 100 titles will be awarded with over 3,000 contestants participating in the USA. On the international stage, the USA leads with 09 Miss Universe titles, three Miss World titles, and 03 Miss International titles, totaling 15 titles in the Big Four. The Big Four here includes Miss Universe, Miss World, Miss International, and Miss Earth. In the Global Beauty ranking, the USA ranks third due to victories at Miss Earth 2024 and a top 5 finish at Miss Universe 2024. The USA also benefits from being the host country of many events, facilitating American contestants' participation.
The revenue from beauty contests in the USA is enormous. Miss USA 2025 is estimated to generate about 50 million dollars from advertising, television, and sponsorship. Contests in the USA are often linked to charitable activities, for example, Miss America raised about 10 million dollars for education and healthcare this year. Venezuela is considered a beauty powerhouse with one of the highest numbers of Big Four titles in the world. However, the number of beauty queens they crown in a year is only about two-thirds, or even less than two-thirds, of Vietnam, with around 80 titles awarded and about 2,000 contestants participating.
Historically, Venezuela has a total of 24 Big Four titles, leading the world, and in the 2025 Miss World ranking, Venezuela is in second place due to victories in previous years. The beauty culture in Venezuela is strongly supported by training academies, where contestants receive intensive training in catwalk and appearance. Revenue from contests in Venezuela reaches about 20 million US dollars. This is an annual figure with Miss Venezuela being the highest-rated television event attracting 70% of the country's population.
In Southeast Asia, we have the Philippines. The Philippines is a beauty powerhouse with an equally passionate culture. In 2025, the Philippines will host about 30 national beauty contests, a few less than Vietnam, while the populations of Vietnam and the Philippines are quite similar, with the Philippines being slightly larger. A total of about 120 titles will be awarded with over 2,500 contestants participating. The Philippines has a total of 15 Big Four titles from the past to now, which is on par with the USA. The Philippines is also one of the countries consistently ranked high in beauty contest rankings. They stand out with a series of consecutive victories from 2013 to 2018, becoming the only country to win at least one Big Four title for six consecutive years. Contests in the Philippines generate about 30 million US dollars annually. The most prestigious contest attracts millions of viewers through television and social media. Miss Philippines often becomes a brand ambassador signing advertising contracts worth from 5 to 10 million dollars after being crowned.
In Europe, France has a long-standing beauty tradition but does not host as many contests as other countries around the world. The number of annual contests in France is only about one-third of that in Vietnam. Thus, they will only award about 50 titles and have around 1,000 contestants participating. Miss France is the most prestigious contest, attracting about 8 million television viewers and generating about 15 million euros in revenue. Contests in France emphasize elegance and intelligence, with contestants often trained in culture and foreign languages.
However, the limited number of contests prevents France from competing with countries like Venezuela or the Philippines. Looking at other countries, we can see that Vietnam organizes a lot of beauty contests and far more than many other countries. In Vietnam, beauty contests play an important role in promoting culture and tourism. If we look at the positives, we can see that Vietnamese beauty contests are often associated with humanitarian projects. This is a positive aspect of these contests.
What about the contestants who participate in the contests and then win titles?
It is estimated that about 75% of beauty queens and runners-up from major contests between 2020 and 2025 have careers in media, fashion, or business. This figure is also very high in other countries. In the Philippines, it is estimated that this number is about 85%, which is about 10% higher than Vietnam. Many beauty queens become television stars or KOLs. In Venezuela, up to 90% of beauty queens sign international contracts, while the USA and Colombia have rates of 80% and 70%, respectively. France has a lower rate of about 60% due to the entertainment market being less focused on beauty queens.
And beauty queens in Vietnam often become very prominent and earn a lot of money after being crowned. Some venture into other fields. Some become hosts, some act in television, and some sell products online. Clearly, beauty contests in Vietnam are not just a stage for beauty but also a tool for promoting culture, boosting tourism, and creating opportunities for young women. Compared to other countries, Vietnam has the fastest growth rate in the number of contests but also faces many issues from maintaining quality to preserving the prestige of the titles. In the global picture, Vietnam is rising, but it is rising in quantity, while the rise in quality is still uncertain. Vietnam is still experiencing a beauty queen inflation.