The Miss Universe Thailand 2025 pageant is facing intense backlash after several contestants broke down in tears during mandatory livestream selling tasks, a controversial part of this year’s training camp.
According to Thai media outlet Thairath, the competition kicked off recently with 77 contestants representing each province, gearing up for the crown. As part of their preparation, contestants were ordered to sell products live online an initiative launched by pageant director Nawat Itsaragrisil.
The move immediately sparked public outrage. Many criticized the campaign, calling it exploitative and inappropriate for a beauty pageant. Critics likened the process to a “sales factory,” where contestants are forced to meet sales quotas under emotional and mental pressure, while fans feel compelled to purchase products to support their favorites.
A particularly emotional moment went viral: a video captured Naf Chatnan, Miss Universe Pattani 2025, crying uncontrollably after being told she needed to sell at least 5,000 baht worth of products. Another contestant, Tangkwa Apirata from Sa Kaeo province, also broke down in tears during a live broadcast, overwhelmed by sales expectations.
In response, Nawat claimed he was unaware that Tangkwa had cried, and instead criticized her for arriving late and keeping others waiting. He added that contestants should reflect on their actions and behavior before shedding tears, suggesting that resilience and professionalism are key qualities for any future Miss Universe Thailand.
Nawat has previously stated that this year’s pageant aims to find women who are not only beautiful but entrepreneurial, self-reliant, and business-savvy. He emphasized that the winner must demonstrate the capacity to build and expand a business, and even after her reign, she should evolve into a celebrity figure who inspires others.
Despite these intentions, the campaign has fueled heated debates online. Netizens are questioning the ethics of turning beauty contestants into sales agents, especially when the emotional toll is visibly high. The public continues to call for greater compassion and a reevaluation of the values being promoted in modern pageantry.
Sources: Znews