House of Yugen, an international media and talent agency founded by Filipino entrepreneur Josh Yugen, has been officially appointed as the new franchise holder of Miss Universe Denmark. The announcement comes as Denmark prepares to send its next representative to the 74th Miss Universe pageant, to be held in Bangkok, Thailand, this November.
The acquisition adds Denmark to House of Yugen’s growing portfolio of Miss Universe franchises, which already includes Bahrain, Pakistan, and Egypt. The group will now lead the nationwide search for Denmark’s next candidate, succeeding current Miss Universe, Victoria Kjær Theilvig, whose win at the 73rd pageant in Mexico City was a historic first for the country.
“With Denmark as the reigning Miss Universe titleholder, our mission is to continue this legacy by making the platform more accessible to every Danish woman – regardless of background or status. There will be no registration fees, ensuring that this journey is open, inclusive, and truly merit-based,” said Yugen.
Nationwide casting will begin in the coming weeks, including interviews, runway assessments, and cultural presentations. Finalists will receive training in public speaking, advocacy, and media engagement, with an emphasis on showcasing Danish identity through storytelling, national costume, and social initiatives. Miss Universe Denmark 2023, Nikoline Uhrenholt Hansen, will serve as a preliminary judge and council member during the selection process.
Yugen also announced that Filipino creatives will play a role behind the scenes, contributing expertise in catwalk, design, and mentorship. “This is not just about a crown. It’s about listening to the voices of Danish women and allowing them to be seen, heard, and celebrated on the world stage,” he said.
The franchise change was announced during Copenhagen Fashion Week, where Yugen also launched Woven Wisdom, the first Filipino-led fashion event in the city. The showcase featured upcycled creations by designer Alexia Nuñez and models from across the Yugen talent network.
