Miss Universe’s new Thai owner plans merchandise empire and pageant transformation
- Anne Jakaphong Jakrajutatip will produce themed merchandise, such as cosmetics and perfume, in Thailand, then expand into Malaysia and Indonesia
- She plans to create a pageant focused on ‘transformational leadership,’ referencing her own experiences of discrimination and sexual harassment
Miss Universe’s new owner plans to build an empire of make-up to lingerie across Asia, seeking to tap the region’s pageant fandom even as interest in the event wanes in other parts of the world.
JKN Global Group, the Thai company that bought the Miss Universe Organisation for US$20 million this week, will initially re-brand products it already makes into themed merchandise, said Chief Executive Officer Jakaphong Jakrajutatip.
The company plans to roll out a new line of vitamin water in Thailand by early next year, before potentially expanding into Malaysia and Indonesia, she said.
Other products being considered include lingerie, cosmetics and perfume, according to Jakaphong, who is also known for being Thailand’s first transgender CEO.
The company, which currently earns almost all of its revenue through broadcasting rights, will also offer other firms the right to use the Miss Universe brand on consumer goods, she said, as well as possible joint ventures for themed private jets and hotels.