Thailand at heart of Miss Universe turmoil

Legal dispute over franchise rights could lead to Miss Universe Thailand being barred from global pageant

Miss Universe Thailand and five of her Southeast Asian peers could be barred from competing in the Miss Universe 2026 pageant in November because of a bitter legal dispute over national franchise agreements.

JKN Universe LLC, which holds the rights to the Miss Universe brand, said this week that it does not recognise several national franchise arrangements, including the Miss Universe Thailand franchise for 2025–29.

The Thailand-based marketing company JKN Global Group acquired the Miss Universe Organization in 2022 in a deal worth $14 billion. However, financial pressures arising from the transaction led it to later sell a 50% stake to Legacy Holding Group USA.

The current holder of the five-year licence for Miss Universe Thailand is Nawat Itsaragrisil, a Thai media personality and businessman, through his Miss Grand International (MGI) pageant organisation. 

Mr Nawat was the centre of a controversy during the 2025 Miss Universe pageant held in Bangkok after a confrontation with Miss Mexico and allegations of bullying made by some other pageant contestants. His behaviour was denounced by Miss Universe executives and he subsequently made a tearful apology.

The Miss Universe Organization has two subsidiaries, MU East and MU West, to oversee promotion and brand development in their respective global regions. MU East in turn appointed Singapore-based Miss Universe Eastern Pte Ltd to oversee Southeast Asia. Mr Nawat is the CEO of Miss Universe Eastern.

However, according to JKN Universe, Miss Universe Eastern is not authorised to grant rights to operate the Miss Universe brand in any territory. It also has no authority to grant, transfer, sublicense or otherwise confer rights relating to the brand.

It says any sponsorship agreements, national rights, franchise agreements or other commercial arrangements purportedly entered into by Miss Universe Eastern to grant rights to use or operate under the Miss Universe brand are unauthorised and invalid from the outset.

National franchises in dispute

JKN Universe identified six national franchise and licensing agreements arranged by Mr Nawat and/or entities associated with him. It said it did not recognise those contractual structures as legally valid.

The affected franchises are Miss Universe Thailand, for the 2025-29 period, as well as agreements for 2026 in Indonesia, Vietnam, Laos, Malaysia and Singapore.

Contestants representing the six countries — including Tharina Botes of Thailand — will not be eligible to participate in the 75th Miss Universe competition in Puerto Rico in November.

Financial claims ‘misleading’

JKN Universe also accuses Mr Nawat of making public certain internal financial information relating to the Miss Universe organisation that had not been audited or independently verified.

As a result, it said, “false, misleading or incomplete information” has been circulated through social media about the company’s financial status, which could damage the reputation of the Miss Universe brand.

Miss Universe Thailand, operated under Miss Grand International, subsequently issued a statement rejecting the assertions from the Miss Universe Organization and JKN Universe. The statements of both parties can be read below.