Miss Universe Malaysia Pageant Rebranded

After years of pretty smiles, gentle hand waves and catwalk prancing, the Miss Universe Malaysia Pageant is undergoing a transformation. While beauty is a factor, this year it may not necessarily be the be all and end all of the pageant. 

Pageant organizers are looking for a different kind of Beauty Queen. She is one that is smart, fresh and down to earth, has leadership skills, a great sense of humour and has the basic makings of a star. 

Conquering the Universe one Miss at a time

Leading the catalyst for change is former Miss Universe Malaysia (2004) Andrea Fonseka who has been given the monumental task of updating the traditions of this beauty pageant and making it more relevant to the modern woman.  

Led by prominent corporate figure Mr. Heah Sieu Lay, the Miss Universe Malaysia Organisation has undergone a thorough revamp, and with the new direction it is taking, Andrea was appointed National Director to implement the new strategies for the making of the next generation of beauty queens. 

“The inclusion of Andrea will enable us to bring the Malaysian search to a different level,” Heah informs at the pageant press conference at the The Royale Chulan hotel. “A former Miss Universe Malaysia, an incredibly intelligent and motivated young lady, Andrea is the perfect choice to help rebrand MUMO and of course, to help groom the contestants to be the best that they can be.” 

The big pageant reveal centers around four simple but carefully chosen words that encapsulate the essence of the pageant aptly dubbed, The ‘New’ Miss Universe Malaysia 2010. Those words are; Hip, Urban, Real and Relevant. 

According to Fonseka the change in format has been necessitated because of the way the public perceive beauty pageants. Though traditionally, the beauty element has been sufficient in today’s context however the public want to see and have the country represented by a more street-smart beauty queen – one who not only looks good in pictures, but one who can deliver in so many other facets of life, from street level to the boardroom. 

Fonseka keeping it real

Fonseka, along with her all-girl team, will personally ensure that Malaysian representative to the Miss Universe Pageant is fully equipped with all the knowledge and support she needs to make an impact both locally and internationally. 

“I am fuelled by passion for this project”, says Fonseka. “When I won Miss Universe Malaysia, even though my Mum had done it before me, I really didn’t have anyone there with me all the way, giving me advice on what to do and when, and how to react to different situations. I’m going to be that person for the 2010 winner; their conscience and advisor, helping them to make sure the road it easier and less tricky than it was for me”. 

Miss Universe Malaysia 2010 wins the opportunity of a lifetime – to grace the world stage that is Miss Universe, and Fonseka will be there to ensure that lucky girl will have every opportunity to shine.  

The Malaysian pageant will be organised very much in line with the concept of the reality TV series, America’s Next Top Model, and it will be recorded and broadcast on MUMO’s site episodically – a month leading up to the Grand Finale in May. 

“Contestants are not going to be judged on the pageant night alone, but also on their performance throughout the pageant week. Gone are the days where contestants only need to visit sponsors’ venues and take pretty pictures,” Fonseka explains. 

“Pageant Week activities will be task-oriented; think Amazing Race plus America’s Next Top Model, which will allow contestants to showcase their interaction abilities in a variety of settings; something far more important than just looking good.” 

The search for the New Miss Universe Malaysia 20102 is currently under way with three road shows planned nationwide. Contestants can register or find relevant information online at www.missuniversemalaysia.com.my. 

The Grand Finale is set for the 15 May 2010 at the Royale Chulan Hotel. Judges for the Grand Finale include members of Miss Universe Malaysia Hall of Fame, (established in 2009 by Syeba Yip), Nancie Foo, Dato’ Yasmin Yusoff, Maggie Loo, Elaine Daly, Dato Anna Lin, and Datin Josephine Fonseka. 

Comedian Harith Iskander will host what promises to be a truly entertaining and memorable night.