Philippine Entertainment Portal reports that Filipino publicist and businessman Josh Yugen has been appointed as the new national director of Miss Universe Sweden, marking the country’s return to the global competition after a two-year hiatus.
Yugen, who heads the Dubai-based House of Yugen, confirmed to Philippine media that his company has acquired the Miss Universe Sweden franchise, expanding his growing pageant portfolio which already includes Denmark, which the businessman acquired earlier this year, Bahrain, Pakistan, and Egypt.
Due to the short preparation time before the Miss Universe 2025 competition in November, Yugen announced that both Sweden and Denmark will appoint their representatives instead of holding full-scale national contests. “The appointed Miss Universe Sweden will be announced very soon,” he said, adding that the chosen representative will reflect “grace, intelligence, and a global mindset.”
All selected candidates, including the representatives of Sweden and Denmark, will undergo intensive training in Manila this October, alongside the Miss Universe delegates from Egypt and Pakistan. Yugen emphasized that while the training will take place in the Philippines, each contestant’s national identity — including Swedish culture and values — will remain central to their representation.
