Miss World Malaysia’s Public Display of Power at Shopping Mall

Toy-boy happy to be on her leash while the crowd looks on.

Shoppers visiting Sunway Pyramid Shopping Centre recently were mystified and startled as they witnessed a stylish young man being led on a leash by a gorgeous woman around the mall. The crowds watched curiously as the young man was led around on a leash, in what was an obvious show of subordination.

Those that could not contain their curiosity stopped couple to find out the reason for this public display and were intrigued to discover that it was a Miss World Malaysia initiative, commemorating the launch of the Miss World Malaysia 2009 pageant. The initiative served as a call for entry for this year’s competition as well as a showcase of this year’s Miss World Malaysia theme, “Beauty is Power”.

“Think of Cleopatra and Nefertiti, beautiful, powerful women of their times, who were literally able to bring men and even entire countries to their knees. The initiative at Sunway Pyramid is not meant to degrade or belittle men, rather to demonstrate that a beautiful woman is indeed a powerful woman and that with such power comes responsibility.” explained Chong Wei-Hsiang, spokesperson for Miss World Malaysia 2009.

With beauty like hers, it's not hard to fall to his knees.

Since its inception in 1951, the Miss World pageant has been used as a platform to raise funds for charity and worthy causes all over the world. With a key focus in improving social living environments and educating the public on global issues, the pageant has become a key source towards creating awareness. In Malaysia alone, Miss World Malaysia has raised over RM10 million for various charitable organizations such as Ti Ratana Home, PRIDE and Protect & Save the Children.

This year the proceeds will be donated to the stART Society, an academy set up to nurture and cultivate creative talent amongst children of the less fortunate. Through the liberating power of visual, performing and expressive arts, stART provides ‘at risk’ children a safe format and haven to express and articulate emotions and for them to learn and grow into confident, responsible Malaysians.

Apart from the humanitarian aspect of the pageant, Miss World Malaysia has also acted as a platform to fame, for some of our most talented beauty queens. Datuk Michelle Yeoh, who won in 1983, is now an internationally recognized star in both Hong Kong and Hollywood. Erra Fazira, the 1992 Miss Malaysia became a household name and is now one of the leading artistes in Malaysia. Some of the more recent winners are the likes of Deborah Henry who is now one of Malaysia’s leading models as well as Soo Wincci who is currently launching her self-titled debut music album.

“One of the other key highlights is the fact that we are bringing the entire competition online. This not only allows for a more interactive relationship between the contestants and the viewers, but enables the public, in and out of the country, to watch in detail what goes on behind the scenes, their journey and finally the crowning of this year’s Miss World Malaysia,” added Mr. Chong.

Users of the website will be able to watch videos of the pageant throughout its three-month duration from the selection process, training week to the grand finale. The Malaysian public will also be able to comment, interact and vote for their favourite contestant.

Chong stated, “The online campaign is part of an integrated strategy that will allow the Malaysian public more access to the competition, what-with digital components including a website, supported by engagement and interactivity through social media. The rise of user engagement and interactivity using Web 2.0 channels has allowed for maximum viewer relevance, interests and optimization of sponsorship returns.”

Applications for Miss World Malaysia 2009 are now open. Interested individuals can download the application form via www.missworldmalaysia.com.my or call 03-78063524 for further enquiries.

Entries can be submitted either by post or email. Applicants must be a minimum height of 165 cm (5ft. 4in.), aged between 18 – 24 years on or before 31 December 2009, and should ideally be conversant in English, and/or Bahasa Malaysia. The closing date for all applications is 5.00pm, August 26, 2009
This year’s crowned Miss World Malaysia will represent Malaysia in the Miss World finals in Johannesburg, South Africa and can look forward to winning attractive prizes which include return air tickets to international destinations.

The Main Sponsor of Miss World Malaysia 2009 is Sunway Resort Hotel & Spa. Other sponsors include AirAsia Berhad and Salon Esprit. DDB Public Relations Sdn Bhd with Model.Com Sdn Bhd is the Franchise Office for the Miss World Malaysia pageant while Beyond Events Sdn Bhd is the Official Organiser.

Toy-boy obediently awaits to do her bidding.