When the golden crown studded with diamonds and pearls is placed on the head of the new Miss Universe in Thailand on Friday, it will mark the end of an exceptionally chaotic edition.
In the days leading up to the glittering coronation in Bangkok, contestants alleging mistreatment walked out and two judges resigned with one claiming the contest is rigged.
The controversies, analysts say, underscore the cultural and strategic differences between the pageant's Thai and Mexican owners.
The crowning of the new Miss Universe, the 74th since 1952, also signals the resolve of an organisation to stay relevant and evolve from a once-a-year television spectacle to a media brand that is ready for TikTok.
Miss Universe, founded in the US, is one of the longest-running beauty pageants on the planet, alongside UK-based Miss World.
It aims to provide a platform for women to promote global causes such as HIV and Aids awareness and education for children. The title can also be a springboard to become a local and international celebrity.
Thailand is hosting Miss Universe for the fourth time and its delegate this year is considered a frontrunner by fan websites. If Thai-Indian Praveenar Singh wins, she will be the country's third Miss Universe and the first since 1988.
The country's 2018 staging of the pageant is regarded as among the best in recent years, so expectations were high for Thailand to outdo itself and put on a show.
The pageant events are being organised by Thai media mogul Nawat Itsaragrasil, who is known to fans as the founder and owner of Miss Grand International, a smaller Thai-based contest known for its loud social media presence.
Mr Nawat holds the licence to host this year's Miss Universe pageant, while the organisation is being run out of Mexico by businessman Raul Rocha.
North, Central and South American queens dominated the contest in its early years, but recent decades have seen the rise of fandoms in South East Asia, especially in Thailand, the Philippines and Indonesia, where pageant crowns have become a way out of poverty or an express pass for girls dreaming of becoming a celebrity.
But things took a dramatic turn at a pre-pageant ceremony when Mr Nawat told off Miss Mexico, Fatima Bosch, for failing to post promotional content. When she objected, Mr Nawat called security and threatened to disqualify those supporting her. Ms Bosch then left the room and others joined her in solidarity.
The Miss Universe Organisation condemned Mr Nawat's behaviour as malicious. Mr Rocha, speaking from Mexico, told his Thai business partner to just stop.
Mr Nawat later apologised and claimed some of his words were misunderstood, but a delegation of international executives was sent to take over running the competition.
A week later, two judges resigned, with one alleging organisers of rigging the selection process. Lebanese-French musician Omar Harfouch announced his resignation on Instagram, alleging an impromptu jury had pre-selected finalists ahead of the final.
The Miss Universe Organisation rejected Mr Harfouch's claims, insisting that no external group has been authorised to evaluate delegates or select finalists.
During the preliminary evening gown round, Miss Jamaica accidentally fell on stage and had to be rushed out of the theatre in a stretcher. She is recovering in hospital.
The string of controversies comes as Miss Universe transitions to a new leadership after Thai transgender media mogul Anne Jakrajutatip resigned as CEO just before the pre-pageant events and was replaced by Guatemalan diplomat Mario Bucaro.
Ms Jakrajutatip made sweeping changes towards inclusivity, allowing transgender women and married women to participate, and scrapping age caps for contestants. However, her tenure was marked by significant challenges, including a recent bankruptcy filing by her entertainment company.
Amid controversies, former queens continue to use their platforms to promote charitable causes, reflecting the potential for pageants to empower women, a sentiment echoed by former pageant leaders. However, the future of Miss Universe remains uncertain as it grapples with its identity and relevance in the modern social media landscape.
