Protect our daughters: Why Miss Sāmoa NZ pageant is breaking their 35-year tradition

After 35 years of glitz and glamour, the Miss Sāmoa NZ pageant is taking a pause in 2026 to protect young contestants from online bullies and a "foul" pageant culture.

In a shock move, the organisation has confirmed there will be no pageant in 2026.

Instead, the competition is moving to a two-year cycle to give the brand a total “revamp” and to address growing fears for the safety and welfare of the women involved

Director Seumanu Ulalēmamae Te’evā Matāfai told PMN News that while money and the cost of living are factors, a big part of the issue is the “digital toxicity” and the “lashing” young title holders face from the public.

“I think it just needs a bit of breathing space right now,” Seumanu says of the competition, which was founded in 1991.

“Looking at what’s happening around the world, pageants wouldn’t be a priority at this stage…it’s a good breather for us in terms of looking at how we can move this competition onto another level.”

The official statement posted on Miss Sāmoa social media pages on 27 April. Photo/Miss Sāmoa NZ

Seumanu says the reality behind the scenes is a principled stand against a pageant culture that has left a “foul taste” in her mouth.

Seumanu was incredibly candid about the toll the spotlight takes on our girls.

In light of controversies surrounding the recent Miss Pacific Islands winner, Seumanu questioned whether beauty pageant platforms are actually doing more harm than good.

“My heart really went out to [recent title holders] and it just made me question, are these platforms really worth the pain that these girls go through? Are we doing a good thing or is this something that we're setting these poor contestants up for?

“I can protect them so much, but at the end of the day, it's our communities just judging them based on their own personal agendas.”

The shift aims to address the significant financial and personal strain of running the event annually.

The director says she faces difficulty securing sponsorships and costs largely rely on ticket sales.

She adds that sometimes, she has to cover out of her own pocket when sponsorships fall short.

“When there's a shortfall, I cover that cost personally,” Seumanu says. “So, I think this is a really good time for me to really look at this and think about how we're going to plan it properly for the future.”

Seumanu says taking a winner to the international Miss Sāmoa pageant in the islands can cost between $20,000 and $30,000.

The move also addresses a shifting competitive landscape. Seumanu noted an increasing trend of Aotearoa-based women bypassing the local pageant to enter Miss Sāmoa directly.

She views the 2026 pause as an opportunity to modernise the local offering.

“It’s a brand that’s been around for so long, but it also needs a really good revamp in terms of enticing these girls and giving them more of a motivation to enter,” she explained.

“It needs a revamp of the branding [and] the programs that we have, or don't have, that need to be implemented.”

Seumanu is frustrated by “rule-bending” and a lack of transparency in the wider pageant circuit.

By moving to a two-year cycle, she hopes to create a “fair playing field” where contestants are treated like professionals, not just trophies.

Despite the temporary hiatus, the organisation remains focused on its core mission of leadership and cultural celebration.

The additional time is expected to allow for more robust community engagement and stronger support systems for the 2027 cohort.

For Seumanu, the decision is ultimately about the longevity and the duty of care she feels toward the women she describes as her “own daughters”.

“This direction is going to be for the betterment of the brand and also for our Sāmoan women," she said. "It will come back bigger and better next year, and every two years.”

Miss Sāmoa NZ 2025 Paulina Tapua’i-Soti concludes her reign on 12 June 2026 and will crown her successor in 2027.

The organisation will release further updates in due course.