Miss Cosmo 2025: When Beauty Becomes a Strategic "Catalyst" for the National Brand

With the participation of 71 countries and territories, the competition hosted by Vietnam not only honored the intellect and courage of modern women but also realized the mission of positioning Vietnam as a leading destination for global-scale cultural and entertainment events.

Heritage awakened by the vitality of the era

The most convincing point of Miss Cosmo 2025 was an organizational mindset that was not boxed within stage walls. Instead, the competition transformed each destination it passed through into an open cultural space, where heritage was awakened by the vitality of the era.

From the starting stages in Hanoi and Ninh Binh, the competition truly exploded when moving toward the Central and Central Highlands regions. The image of 71 international beauties gathering at Ngo Mon during the “Hello Cosmo From Vietnam” event created a beautiful contrast between modern beauty and the ancient features of the Hue Citadel.

Bringing the contestants to the International Tea Festival and vibrant carnivals in Da Lat was not just a side activity but a direct marketing strategy. With more than 60,000 direct participants in local areas, Miss Cosmo proved that Vietnam tourism does not only have majestic nature but also possesses a professional festival organization capacity strong enough to attract and retain high-end international tourist flows.

Promoting tourism through “soft ambassadors”

In the context of the digital technology explosion, promoting tourism through “soft ambassadors” like beauty queens is an extremely smart move. Each Miss Cosmo contestant, with millions of followers on social media, became an independent media channel, bringing the image of Vietnam to distant markets such as Latin America, Africa, and Europe.

It can be seen that the victory of Yolina Lindquist, the representative from the USA, did not just stop at the crown but was also a deep connection with the land and people here. In the moment of coronation, she could not hide her emotion when recalling the past month-long journey in Vietnam was not just a stopover but an experience that touched the heart—from the journeys in Hanoi to Ninh Binh, Da Lat, and now Ho Chi Minh City.

“Your support is a great source of motivation, helping us continue this journey, not only in Vietnam but all over the world,” Yolina Lindquist said.

Sharing about upcoming plans, the beauty said she would take advantage of her time in Vietnam to enjoy everything. The New Queen’s sharing is a testament that Vietnam tourism is not only beautiful in scenery but also has the power to "retain" tourists through kindness and sincere hospitality. These are values that are hard to find anywhere else.

Runner-up Chelsea Fernandez from the Philippines said that throughout the journey at the competition, the experiences in Hue and Da Lat were memorable memories. Although the weather was very cold, all contestants were excited and enjoyed the wonderful atmosphere here.

The satisfaction and praise from international beauties are the most prestigious "passports" for Vietnam's image to spread naturally on global social networks. When highly influential women speak out to affirm the safety, professionalism, and rich experiences of Vietnam, it is also the time for the country's tourism to affirm its sustainable position in the international tourism picture.

Miss Cosmo 2025 excellently completed its role as a "soft ambassador," opening a new chapter for promoting the national image through the power of beauty and intellect. They are directly sending a message: Vietnam is a safe, hospitable country full of high-class experiences. This is an important "touchpoint" to enhance the national tourism brand identity on the world map in the most sustainable way.

Not only that, but the Final Night of Miss Cosmo 2025, combined with the International Music Festival (Beauty Music Festival) in Ho Chi Minh City, was a firm affirmation of Vietnam's infrastructure and organizational capacity. Gathering nearly 20,000 live spectators along with the presence of more than 500 domestic and foreign media agencies, the event created an unprecedented spillover effect. The fact that more than 40 National Directors from all over the world flocked here was not only to cheer for the contestants but also an occasion for them to witness firsthand a modern Vietnam, where international-standard mega-events can be organized.

The success of Miss Cosmo 2025 is a clear demonstration that the combination of the entertainment industry and tourism is the right direction. Not stopping at statistical figures, the competition has created invisible but priceless values: that is the awakened national pride and the image of an advanced, identity-rich Vietnam clearly portrayed in the hearts of international friends.