Vietnam's beauty industry is under the spotlight after six different pageant winners were crowned in just one month. The saturation of titles has left the public disoriented, questioning whether beauty queens still represent more than just aesthetics.

In the final 10 days of June 2025 alone, at least five national beauty contests took place. On the night of June 30, another crown was handed out at the Mrs. Grand Vietnam 2025 finale, pushing the month’s total to six new titleholders.

A month of non-stop pageants

On June 14, Nguyen Ngoc Phi Khanh placed as second runner-up at the World Fitness Supermodel Pageant in Binh Dinh and also won Miss Popularity.

On June 21, Nguyen Hoang Phuong Linh bested 42 contestants to win Miss Cosmo Vietnam 2025 in Khanh Hoa.

On June 27 in Hue, Ha Truc Linh was named Miss Vietnam 2024, with Chau Anh and Van Nhi as her runners-up.

The next night, two crowns were awarded simultaneously in two different cities: Ngo Thi Tram Anh became Miss Earth Vietnam 2025 in Hai Phong, while Nguyen Hoai Phuong Anh won Miss Sea Vietnam Global 2025 in Ha Long.

Then, on June 30, the Hanoi Opera House hosted the coronation of the new Mrs. Grand Vietnam.

This doesn’t account for the dozens of lower-tier pageants hosted by regions, industries, and community groups throughout the year.

When too much becomes meaningless

Never before has Vietnam seen beauty titles proliferate so rapidly. Each pageant carries its own name and set of criteria, but few resonate with the public. Even entertainment followers struggle to differentiate the winners just by name.

Titles like "Ngo Thi Tram Anh crowned Miss Earth Vietnam 2025" or "Nguyen Hoai Phuong Anh is the new Miss Sea Vietnam Global" blend into a blur, making it difficult to connect name to face.

Once meant to embody beauty, intellect, and compassion, beauty queens are increasingly visible at product launches, red carpets, and livestreams rather than in community work. Miss Grand International Nguyen Thuc Thuy Tien, for instance, gained notoriety more for selling products online than for humanitarian impact.

It’s time to ask: Why so many pageants? Is it to select a national representative, celebrate modern womanhood, or simply grant another ticket to celebrity status?

Time for a reset?

To be fair, many pageants have birthed inspirational figures. H'Hen Nie, Miss Universe Vietnam, is still beloved for her humility and social activism. But as titles multiply, their value dilutes.

Too many crowns leave the public dazed and make it hard for winners to stand out. Without better screening, standards, and structure, the title “Miss” risks becoming a consumer label rather than a symbol of distinction.

Vietnam doesn’t lack beautiful women. What’s lacking are queens with a mission to serve, to lead, and to inspire the next generation.

Being a beauty queen should not be easy. When we can’t sense depth, kindness, or purpose behind the crown, the industry must ask itself: is beauty just for show, or can it still mean something more?

Tinh Le