On August 9, 2025, the House of Yugen, founded by Dubai-based businessman Josh Yugen, officially became the new franchise holder for Miss Universe Denmark.
This acquisition adds Denmark to the House of Yugen's existing Miss Universe franchises, which include Bahrain, Pakistan, and Egypt.
Managing even one Miss Universe franchise can be a challenge, but Josh welcomes challenges head-on, as he shared with PEP.ph (Philippine Entertainment Portal) in an exclusive interview.
For Josh, bringing the Miss Universe Denmark pageant under his umbrella aligns with his mission to provide platforms for women and to reshape pageantry as a celebration of individuality and influence.
In his words: "I have always believed that beauty pageants, when done with purpose, are one of the most powerful platforms to inspire change, break stereotypes, and celebrate diversity.
"Denmark, with its deep appreciation for sustainability, inclusivity, and cultural sophistication, perfectly embodies the values of the House of Yugen."
Josh continued: "Fresh from our debut at Copenhagen Fashion Week—becoming the first Filipino-led organization to showcase at one of the world’s most progressive fashion stages—it felt only natural to align with a country that champions both style and substance.
"My vision has always been to transform pageantry into a celebration of individuality and advocacy, where beauty is not confined to a crown but defined by impact.
"Miss Universe Denmark is an opportunity to bridge cultures and create a global stage for Danish women to shine with both elegance and purpose."
Read: Denmark, hindi magpapadala ng kandidata sa Miss Universe 2025?
JoSH YUGEN: CHANGES ON MISS UNIVERSE DENMARK
Josh acknowledges the pressure following Denmark’s recent triumph with Victoria Kjær Theilvig’s historic win as Miss Universe 2024.
But how does he intend to capitalize on this success to further elevate the Miss Universe Denmark pageant?
Josh answered: "Victoria’s victory is more than a win—it’s a catalyst.
"It proves that Denmark belongs on the Miss Universe stage as a force to be reckoned with. My goal is to harness this energy and turn it into a movement.
"We will build a stronger ecosystem that not only prepares our candidates to compete internationally but also gives them the tools to become thought leaders, advocates, and cultural ambassadors.
"By combining Denmark’s unique values with House of Yugen’s proven expertise in producing world-class pageants—and our deep connections in global fashion from Copenhagen to Hollywood—we will position Miss Universe Denmark as a brand synonymous with sophistication, empowerment, and meaningful global presence."
Josh and the House of Yugen have initiated the search for Victoria's successor as Miss Universe Denmark.
During this journey, Josh shared their intention to introduce changes and embrace a more holistic approach.
Josh stated, "Our competition will spotlight women who possess intellect, social impact initiatives, and an authentic voice.
"We will integrate masterclasses in leadership, sustainability, advocacy, and media training so our candidates are equipped not just to win crowns, but to influence conversations on the world stage.
"We will also weave in elements of high fashion and cultural storytelling, working closely with designers, industry leaders, and global mentors—including those we’ve collaborated with during our Copenhagen Fashion Week debut—to ensure the experience is transformative for every participant."
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