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SINGAPORE: Trade and Industry Minister Lim Hng Kiang said on Tuesday that the Singapore brand is not determined by a beauty contest representative, as international opinion is shaped over time by what Singaporeans do as a country.
Member of Parliament for Tanjong Pagar GRC, Baey Yam Keng, had asked if there should be greater supervision and regulation of organisers of beauty contests in order to protect the Singapore brand name.
In his written reply to the Parliamentary question, Mr Lim said beauty pageants are run as businesses. The Miss Singapore World pageant, for example, is a franchise of the Miss World Limited and such events are essentially funded by sponsorships.
He said an event that is badly run, or whose prestige is affected, will have difficulties securing sponsorship.
One example is the 2008 Miss Singapore Universe, which received many brickbats for the Merlion-inspired dress. The negative feedback had resulted in a number of sponsors withdrawing from the pageant.
ERM World Marketing, the organiser of this year's Miss Singapore World pageant, has reportedly faced similar negative reactions from its sponsors, following a string of incidents related to its initial pageant winner, Ris Low.
Mr Lim said with the market discipline imposed by sponsors, there is no need for the government to regulate such pageants.
- CNA/so
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