From an idea deeply rooted in national spirit, Miss Charm has gradually made a global mark, putting Vietnam on the international beauty map not just as a participant but as a creator. It is the journey of dreamers who dare to believe that beauty lies not only in appearance but also in intelligence, identity, and far-reaching influence.
Top seed in competitions
For many years, Vietnam was known simply as a country sending representatives to international beauty pageants, but never as a creator of the game itself. Nguyen Thi Thuy Nga, Chairwoman of Elite Vietnam, who has been deeply involved in the modeling and beauty industry for over 20 years, decided to change that.
Miss Charm was her vision—a “Vietnamese invitation to the world”, showcasing not only beauty but also intelligence, heritage, and cultural soft power. Avoiding flashy, noisy trends, Miss Charm chose a more persistent and profound path, building an international pageant founded and operated by Vietnamese people with world-class organizational standards. From there, the seed of a distinctly Vietnamese pageant with a global vision began to sprout.
Inaugural season: When Vietnam calls, the whole world heeds
In February 2023, the inaugural Miss Charm competition officially kicked off in Ho Chi Minh City, featuring participants from 38 countries and territories. In its first edition, Vietnam not only played the role of host but also demonstrated comprehensive international organizational capabilities: from a modern stage and world-class sound and lighting systems to global media coverage.
The grand finale was broadcast live across multiple international platforms, attracting millions of viewers. The crown, valued at over $150,000 and crafted by artisans from Mexico, symbolized intellectual beauty, power, and illuminating enlightenment. Brazilian beauty Luma Russo was crowned with her classic elegance and a compelling speech on global education. She became the first embodiment of the Miss Charm spirit: beauty is no longer merely appearance but a foundation to spread intellect and humanitarian values.
Second season: An expanding sphere of influence
Miss Charm 2024 marked a milestone of maturity. Entering its second season, the competition showcased deeper professionalism, clearer brand positioning, and a dramatic increase in media reach.
The winner, Rashmita Rasindran from Malaysia, is an outstanding graduate in Linguistics and Communication and a prominent voice for the new generation of Asian feminism. She is also an active member of gender equality organizations in her homeland.
Alongside the main contest activities, a series of systematic initiatives accompanied the event, including the educational and cultural dialogue forum Share With Charm, the community project network initiated by the queens called Charm Love You, and especially the cultural journey across Vietnam—Charm Voyage—visiting iconic heritage sites like Hoi An, Ho Chi Minh City, Ninh Binh, and Ha Long. Miss Charm has evolved beyond a beauty contest into a value ecosystem where beauty serves as a means, not the ultimate goal.
Miss Charm 2025: The start of a new era
After two spectacularly successful seasons, Miss Charm 2025 is being prepared on a significantly larger scale: over 60 countries and territories will participate, alongside numerous cultural, educational, and community activities spread across Vietnam’s provinces and cities.
Notably, the third edition will integrate modern trends such as artificial intelligence, digital education, new media technologies, and awards linked to community initiatives, opening a competitive space connected to global issues like sustainable development, social justice, and the role of beauty in the digital era.
Miss Charm is evolving into a new symbol for the “thinking beauty generation,” where the winner is not just a beauty queen but a leader guiding sustainable humanistic values in the modern age.
