Legacy Holding and Miss Universe Forge Strategic Growth Alliance in Mexico

The Miss Universe Organization (MUO) and its owner, the Thailand-based JKN Global Group, are thrilled to announce a strategic partnership with Mexican business conglomerate Legacy Holding, marking a significant investment for global expansion. This collaboration aims to enhance the international presence of the Miss Universe brand, opening avenues for new products and marketing initiatives on a global scale. Raul Rocha Cantú, a devoted pageant enthusiast and Legacy Holding’s board president and CEO, joins forces with Anne Jakkaphong Jakrajutatip, the founder and CEO of JKN Global, as the co-owner of the newly merged entity, JKN Legacy. Rocha Cantú, who also owns the franchise for Miss Universe Mexico, will lead the planning for the 73rd Miss Universe competition scheduled to take place in Mexico later in 2024.

In addition to this exciting development, Miss Universe announces Olivia Quido-Co as the Vice President for Global Partnerships, focusing on expanding mission-driven initiatives and corporate social responsibility worldwide. Quido-Co, the CEO and President of Miss Universe Skincare and Spa, will collaborate with franchise partners, National Directors, corporate sponsors, and partners across nearly 100 countries in the program.

Mario Bucaro has been appointed as Vice President of International Relations, based in Mexico City, while the leadership team further includes Carlos Martinez (Vice President of Finance), Jose Castillo (Vice President of Strategic Projects), and Mauricio Rocha (Vice President of Legal).

Anne Jakkaphong Jakrajutatip expresses optimism about the collaboration with Rocha Cantú, citing his entrepreneurial background and successful business ventures as crucial for advancing the pageant-product-platform triangle. The collaboration, initiated at Miss Universe 2022 in New Orleans, has already contributed to several launches, including Miss Universe Skincare in 2023.

Rocha Cantú emphasizes the broader opportunity to expand Miss Universe’s iconic legacy, spanning over seven decades, by creating more opportunities for women globally. The strategic focus includes product development grounded in the mission to uplift, empower, and inspire women to embrace their true selves.

Despite the competitive landscape, the live finale of Miss Universe continues to resonate strongly with audiences. The 2023 live broadcast achieved record-breaking global cross-platform audiences, making it the #1 U.S. entertainment program in its Saturday night primetime slot across all broadcast and cable among key demographics. The Miss Universe Organization capitalized on this demand by launching skincare, swimsuit, and beverage lines in 2023, with future plans for 2024 and 2025 encompassing spas, cosmetics, perfume, and global expansion.

Miss Universe will maintain its status as a private corporation in the United States, with corporate headquarters based in Mexico City. The media property’s overall direction, recent rule changes, and eligibility requirements remain unchanged. The corporate structure designates New York City for digital, social media, and communications, while the Thailand branch oversees in-house content and production. The reigning titleholder, Sheynnis Palacios, will continue her global ambassadorship and mental health advocacy from her base in New York City.

For media and appearance inquiries regarding Sheynnis Palacios or the Miss Universe management team, please contact Annmarie Pisano at Grey Horse Communications.

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