When Praveenar ‘Veena’ Singh took her final walk across the Miss Universe Thailand 2025 stage, she was already stepping straight into the history books. And soon, the whole country will follow suit.
This November, Thailand gets its crown moment as host of the Miss Universe competition for the fourth time. This November, the kingdom will welcome over 130 delegates for the 74th Miss Universe pageant, a global spectacle that will span Bangkok, Pattaya and Phuket. But that’s just the opening act. A few weeks earlier, Miss Grand International 2025 will also pitch its glittery tent here, making Thailand the only country this year to host two of the world’s biggest pageants back-to-back.
That’s not luck, it’s strategy. Thailand is consciously positioning itself as a pageant powerhouse, where beauty, culture and entertainment all join forces in a soft power play.
Pageants here aren’t just weekend TV. They’re a national obsession, loved by the LGBTQ+ community and steadily embraced by the mainstream. Even Prime Minister Srettha Thavisin joined the conversation after Antonia Porsild’s runner-up finish at Miss Universe 2023, joking about consulting the ‘Vice President of Soft Power.’ His tongue-in-cheek comment had people laughing but it also captured a serious truth: pageants in Thailand are cultural exports with some serious economic bite.
Thailand’s new cultural ambassador
At the heart of this pageant fever is Veena Singh, representing Saraburi. The 29-year-old has endured years of near misses – second runner-up in 2018, first runner-up in 2020 and a strong finish in 2023. This year, she returned as Miss Universe Saraburi and finally left the stage with the national crown.
Her final answer sealed the win. Asked what message she’d send to contestants from over 130 countries, she said:
‘Welcome to the land of culture. Thailand has countless traditions, delicious food and, most importantly, smiling people. We’re a nation that embraces all visitors of all genders, all ages and ensures everyone feels at home. Come to Thailand and you’ll leave with joy, memories and smiles to take back with you.’
Simple, warm and perfectly Thai. It doubled as a tourism pitch and a cultural calling card.
Thailand’s love affair with pageants isn’t new. National contests date back to the 1930s, but the global spotlight is brighter than ever. While some countries have cooled on pageants, Asia is turning up the heat. Just as Korea weaponized K-pop and K-drama, the Thai government sharpens its soft power strategy here through pageants, film festivals, fashion weeks and music showcases. Together, they turn Thailand into an entertainment hub where creativity, inclusivity and hosting prowess shine.
When over 130 delegates hit Thailand, the ripple effects are immediate: hotels fill up, tourism gets a boost and Thai designers and makeup artists see their work paraded on the global stage. Add in food, festivals and traditions broadcast worldwide, plus sponsorships worth hundreds of millions of baht keeping the creative economy humming and you’ve got a cultural and economic spectacle.
As the countdown to Miss Universe 2025 begins, all eyes are on the Land of Smiles. For Veena Singh, it’s the performance of a lifetime. For Thailand, it’s proof that beauty pageants are more than competitions – they’re tools of connection, influence and national pride.