Filipino publicist and businessman Josh Yugen continues to expand his global pageant empire.
His company, the House of Yugen, has officially acquired the Miss Universe Sweden franchise, with Josh himself taking on the role of national director.
Josh confirmed the news to PEP.ph (Philippine Entertainment Portal), Sunday, October 12, 2025.
Sweden now joins the expanding roster of Miss Universe franchises under the House of Yugen, which already includes Denmark, Bahrain, Pakistan, and Egypt.
When asked about his continued pursuit of national pageant franchises, Josh shared that his mission goes beyond beauty and competition—it’s about representation, empowerment, and creating meaningful social impact.
"I believe deeply in the power of representation. For too long, pageantry has been confined by borders and traditions," he said.
He considers each franchise as "a chance to nurture voices that would otherwise remain unheard, to plant seeds of influence."
Read: Josh Yugen initiates search for Miss Universe Denmark
MISS UNIVERSE SWEDEN 2025
Sweden last competed in Miss Universe in 2022, with Moa Sandberg serving as its final representative before the country’s hiatus.
With the Miss Universe 2025 pageant fast approaching in November, Josh had to move quickly after recently acquiring the franchises.
Given the tight timeline, he opted to appoint representatives for both Denmark and Sweden instead of organizing full-scale national pageants.
"Yes, the casting for both Sweden and Denmark has already been completed, and we will be announcing the appointed Miss Universe Sweden very soon," he said.
"She truly embodies the grace, intelligence, and global mindset that represent Sweden on the Miss Universe stage."
Josh outlined the key qualities he looks for when choosing a national queen for Sweden and Denmark — beginning with a strong foundation of vision and conviction, paired with intellect, emotional depth, and authenticity.
He explained: "Here's what matters to me, a woman who sees beyond selfies and high heels. She must believe in something — a cause, a mission — and carry it with unwavering commitment.
"She must think, empathize, speak, connect. The Q&A is not a hurdle — she should see it as her stage.
"There should be no forced facades. I want someone real, whose public persona aligns with her lived reality."
Josh added that a queen must also possess resilience and humility, adaptive presence, and global sensibility.
Regarding their composure, he noted: "The global stage is brutal. She must handle pressure, criticism, setbacks — but remain grounded, humble, and gracious.
"Whether it’s media interviews, activist forums, fashion runways, or local outreach — she must adapt, shine, and be professional.
"She must represent Sweden’s values — egalitarianism, sustainability, and innovation — but also carry a universal message that can resonate anywhere in the world."
"If she has all those, she already is halfway to the crown. My job is to polish, refine, support, and launch."
TRAINING IN THE PHILIPPINES
Later this month, Josh Yugen will bring four of his Miss Universe queens, including the representative from Sweden, to the Philippines for intensive training.
He detailed the comprehensive program: "She will also travel to Manila this October for intensive training with my three other queens — Miss Universe Egypt, Miss Universe Pakistan, and Miss Universe Denmark.
"They will undergo a full program focusing on advocacy, communication, runway, and media preparedness before heading to the competition next month."
Read: Filipino mentors to help train Miss Universe candidates
The pageant director sees Filipino trainers and creatives as the definitive experts for pageant preparation.
He told PEP: "Filipino mentors, creatives, and pageant coaches have a long, proud tradition of excellence.
"Their discipline, their attention to detail, their passion — these are assets I fully intend to leverage.
"I always bring my queens to the Philippines for intensive training, because the country is home to some of the best pageant camps and experts in the world.
"This October, all of my queens — including the representative for Sweden — will come to the Philippines for a special training program.
"Some of their gowns will also be created by respected and talented Filipino designers whose artistry is recognized on global stages."
He emphasized that while the queens will undergo training in the Philippines, their journeys will remain rooted in — and proudly celebrate— the unique identities of their respective countries.
In relation to Miss Universe Sweden, he said: "I will always balance this with locals — Swedish creatives, cultural experts, stylists, and communicators — to preserve authenticity.
"It’s about synergy, not substitution. The Filipino creative soul can add color, but Swedish identity must shine through."
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