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Caretaker PM Kakar orders a probe into hiring of Pakistani models by a UAE firm for Miss Universe contest

UAE Firm

ISLAMABAD: The caretaker prime minister Anwaarul Haq Kakar directed the Ministry of Foreign Affairs to approach the UAE government regarding a UAE firm that has been selecting Pakistani contestants for the Miss Universe Pageant.

This arrangement has been made without obtaining any approval from the Pakistan government.

Earlier, Prime Minister Kakar directed the Intelligence Bureau (IB) to conduct an investigation into the individuals responsible for organizing the beauty contest. The PM also noted the use of the name of Pakistan in this international event.

The IB has now submitted its findings to the prime minister. The IB report said, “The rights and license to represent Pakistan in the 2023 contest have been secured by a UAE firm (Dubai-based business group), Yugen Publishing and Marketing. This group has initiated a website ( to solicit applications from Pakistani women. They are between the age groups of 24 to 28, regardless of their marital status, starting from March 4, 2023.

It is noteworthy that the Yugen Group also holds franchise rights for Miss Universe Bahrain and Miss Universe Egypt.”

The IB report goes on to disclose that the company has selected the contestants of Pakistani origin through a poll from a pool of 200 applicants worldwide.

One of the five participants was slated to be crowned as the winner at an event scheduled for Thursday (September 14), in UAE with the event broadcasted on the Miss Universe YouTube channel.

Furthermore, the report states, “In Dubai, the Yugen Group is sponsoring the event. An individual named Josh Yugen is believed to be the national director of Miss Universe Pakistan. The Yugen Group has also collaborated with the voting app ‘Choicely’ to allow pageant enthusiasts to vote for their preferred candidates. The voting period lasted until 7 pm on Wednesday, September 13, 2023. The victor will represent Pakistan in the Miss Universe pageant, which features participation from over 60 countries. This month-long event will culminate in a grand finale scheduled to be held in El Salvador on November 18, 2023, where the current title holder from the United States, R’Bonney Gabriel, will pass on her crown to the newly crowned winner.”

Five Pakistani female models are participating in the Miss Universe pageant in Dubai

Meanwhile, five Pakistani female models are participating in the upcoming Miss Universe pageant for the first time in its history.

This represents a milestone for the country and highlights its presence on the global stage in the field of beauty competitions. Identity of Pakistani beauty pageants is being kept confidential because of security reasons.

The photo shoot in the Maldives and collaboration with Filipino designer Fern One add a touch of glamour and international appeal to the contestants.

Josh Ugen and the Yugen Group have secured the franchise rights for Miss Universe in Bahrain and Egypt. It demonstrates their commitment to expanding the reach of the competition and promoting beauty and talent from the region.

The partnership with the voting app Choisely is an innovative way to engage the audience. It will allow fans to actively participate in supporting their favorite contestants. The inclusion of fan votes in the judges’ final evaluation adds an interactive element to the competition.

The controversy surrounding the number of finalists from Pakistan is not uncommon in beauty pageants. The selection and representation of contestants can be a subject of debate.

Such discussions often revolve around cultural and societal values, as well as the perception of the country on the international stage.

Mufti Taqi Usmani’s concerns reflect a viewpoint that is held by some individuals in Pakistan. Such scholars may question the participation of multiple contestants in international beauty pageants.

Ultimately, the Miss Universe competition is an opportunity for contestants to showcase their talent, intelligence, and beauty on a global platform.

It’s important to recognize that participation in such events is a matter of personal choice, and the diversity of opinions within a country is natural.

The outcome of the competition will ultimately depend on the judges’ decisions, and the crowning of a representative will be an exciting moment for Pakistan on the global stage.

Javed Mahmood
Written By

I am an experienced writer, analyst, and author. My exposure in English journalism spans more than 28 years. In the past, I have been working with daily The Muslim (Lahore Bureau), daily Business Recorder (Lahore/Islamabad Bureaus), Daily Times, Islamabad, daily The Nation (Lahore and Karachi). With daily The Nation, I have served as Resident Editor, Karachi. Since 2009, I have been working as a Freelance Writer/Editor for American organizations.

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