The beauty pageant, now in its 54th year, has come under fire in recent years for being outdated and sexist, prompting organisers to introduce more challenging categories such as a scholarship arm and a talent section.
The competition is operating under the theme of ‘Beauty with a Purpose’.
‘The organisation has tried to move the competition forward and give it a more modern feel,’ said Paget Baker director Lisa Baker. ‘China is putting a lot of effort into showcasing itself as a territory that can handle big, live events like this.’
Paget Baker will appoint Mandarin-speaking affiliate PROs in China and will work with translators worldwide. The agency’s events team will implement the strategy in the run-up to the competition, which starts on 11 November with the final gala ceremony on 4 December. It will also manage press facilities and oversee media.
The event is headquartered at the Sheraton Hotel in Sanya.