Miss Universe’s new owner eyes merch bonanza with perfume, bras

MISS Universe’s new owner plans to build an empire of makeup 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 Pcl, 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 CEO Jakapong 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 Jakapong, 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.

Jakapong’s goal is for the Miss Universe business to generate 1.2 billion baht (US$32 million) in revenue by 2025, driven primarily by emerging economies in Asia, where beauty pageants are popular. “It’s an aspiration for them to have a better life, representing their fantasy, the prestige of having a luxury lifestyle,” the 43-year-old said in an interview on Thursday.