Miss Universe makes headlines over 'dumb head' remark and contestants walk out

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The lead‑up to Miss Universe 2025 has been overshadowed by an unexpected flash‑point during a pre‑pageant “sashing” event in Bangkok. The Tuesday (4 Nov) ceremony, designed to showcase contestants ahead of the 21 November, instead became a focal point of controversy around respect, power, and the host‑country spotlight.

At the centre of the incident was Fátima Bosch of Mexico, who was publicly chastised by Nawat Itsaragrisil, chairman of the Thai host‑committee and a high‑profile executive in the pageant world. In a video seen by MARKETING-INTERACTIVE, Itsaragrisil called Bosch out for allegedly failing to participate in a social‑media‑sponsored shoot tied to the host country’s promotional agenda.

During the exchange, he reportedly addressed her with the phrase: “If you follow the order from your national director, you’re a dumb head." In response, Bosch stood up and left the room, claiming that Itsaragrisil does not "respect me as woman." In the wake of the confrontation, fellow contestants, including reigning Victoria Kjær Theilvig of Denmark, exited the room in protest.

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The organising body, Miss Universe Organisation (MUO), swiftly intervened. President Raúl Rocha Cantú publicly condemned the behaviour as unacceptable and confirmed that Itsaragrisil’s role in the 2025 staging would be very limited or altogether null. “I will not allow the values of respect and dignity of women to be violated," said the president.

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An official MUO statement was also published on social media, detailing its commitment to respect, safety and collaboration.

“The Miss Universe Organisation (MUO) reaffirms its commitment to working closely with the host community, the Miss Grand International Organization (MGI), and all local partners to ensure the continued success of the 74th Miss Universe competition. Together, we are dedicated to upholding the highest standards of respect, safety, and integrity for all participants, staff, and stakeholders," said the statement.

"A high-level delegation, led by the chief executive officer, Mr. Mario Búcaro, is traveling to Thailand to strengthen collaboration with the host country, MGI, and relevant authorities. This mission aims to coordinate efforts, ensure a secure and professional environment for all delegates, and reaffirm MUO's commitment to transparency, respect, and unity," it added.

The statement also said that all scheduled events and activities will continue as planned, in full cooperation with the host country and MGI.

The Miss Universe Organisation remains steadfast in its mission to promote collaboration, respect, and opportunity for women around the world, working hand in hand with all partners to ensure a safe, inspiring, and memorable experience for every delegate.

Itsaragrisil also issued a brief apology, acknowledging his “limit of patience” and the discomfort caused. In a video posted by CNA, Itsaragrisil is seen on stage speaking to an audience and later turning around to bow to some of the Miss Universe contestants standing behind him. It is unclear if Bosch was present as only Miss Italy and Miss Panama were prominently seen in the video.

The chairman also encouraged viewers to fact-check circulating reports, claiming some accounts of what he said were inaccurate.

The incident serves as a reminder of the influence Miss Universe wields as a platform for women. Over the years, many crowned winners and popular contestants have leveraged their visibility to become key opinion leaders for organisations and brands, amplifying campaigns and driving cultural conversations.

A recent example comes from the financial sector. To mark the relaunch of its mobile app, My CBC, Chinabank leaned into pop culture with a campaign starring two beauty queens from different generations. In the video campaign, Miss Universe Philippines 2023 Michelle Dee tries to teach her real-life mother, Miss International 1979 Melanie Marquez, how to use the app. Chaos ensues, creating a lighthearted, shareable moment that resonates with audiences while subtly reinforcing the brand.

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