In a beauty world long shaped by legendary names like the United States, Venezuela, and the Philippines, Vietnam’s creation of an international pageant called Miss Charm is not just a symbolic event — it is a bold statement of the nation’s ambition to redefine Asian soft power through intelligence, culture, and national identity. What once began as a dream bordering fantasy has now become a radiant reality on the global beauty map. Miss Charm is operated to international standards and powerfully inspires with its message of intellectual beauty and profound human values.
First stuttering steps – A Vietnamese-born international-caliber beauty pageant
In 2023, in Ho Chi Minh City, Miss Charm officially launched its inaugural season with the participation of 38 countries and territories. It is the first international beauty pageant founded and organized by Vietnamese people, carrying the mission of promoting education, tourism, culture, and modern-day women’s empowerment.
From stage design and logistics to media coverage, every aspect was standardized to global benchmarks. The grand finale was broadcast live across multiple international platforms, attracting millions of views and interactions. The crown, valued at over USD 150,000 and crafted by a Mexican artisan, symbolizes the perfect blend of intellect, power, and the spirit of the modern woman.
Coronation of intellect and compassion
Miss Charm is not simply a beauty competition — it is a journey that honors women who represent a new generation, where beauty stands hand-in-hand with intelligence, resilience, and the power to spread human values. Each season, the crown is awarded to a woman who embodies three core qualities: physical beauty, intellectual depth, and a vision for community impact.
Luma Russo (Brazil) – Miss Charm 2023: With her classic beauty and elegant demeanor, she won over the judges not only through her stage presence but also with her insightful responses during interviews. Passionate about supporting education for underprivileged children in her homeland, Luma became the first symbol of the “beauty with a purpose” spirit that Miss Charm upholds. She firmly believes that a true beauty queen is someone who uses her voice and influence to do good.
Rashmita Rasindran (Malaysia) – Miss Charm 2024: With a radiant presence, captivating figure, and outstanding academic achievements (holding a degree in Language and Communication), Rashmita stood out from the preliminary rounds for her independent thinking and poised demeanor. After winning the crown, she became an ambassador for gender equality campaigns in Malaysia and has been involved in skill-building education projects for young women across Southeast Asia. Her passion for culture and travel makes her a refined representative of the harmony between Asian beauty and global values.
Miss Charm doesn’t crown the “most beautiful” face — it honors the most inspiring soul. Each crown is not just a personal achievement, but a pledge to live with purpose, to contribute, and to create — the true difference between a winner and an icon.
Journey of rewriting the role of Vietnam in the beauty industry
The visionary behind and driving force of the Miss Charm dream is Nguyen Thi Thuy Nga, Chairwoman of Elite Vietnam. Having led numerous Vietnamese beauty queens to international stages, she chose not to remain in the background, but to create a new “game” — a globally recognized competition proudly bearing a Vietnamese identity.
“Miss Charm is not merely a beauty pageant; it is an invitation for the world to come to Vietnam and witness the beauty of intellect, heritage, and the spirit of innovation,” shared Ms. Thuy Nga. From that vision, Miss Charm has evolved into an influential ecosystem with remarkable initiatives:
- Share With Charm: A panel discussion on education, culture and gender equality.
- Charm Love You: A network of community projects carried out by the winners themselves post-coronation.
- Charm Voyage: A journey of exploring the Vietnamese identity through destinations full of heritage like Hoi An, Ha Long, Ho Chi Minh City, Ninh Binh, and more.
Miss Charm 2025 – A new standard in formation
Miss Charm 2025 is expected to expand its scale with the participation of over 60 countries. Beyond the traditional showcases, the competition will introduce awards related to artificial intelligence, digital education, and community impact — bringing Miss Charm closer to the title of a “global beauty pageant of intellect”. The 2025 edition promises to be not only a celebration of beauty, but also a launchpad for bold ideas and a gathering of representatives with visions to change the world.
