The Mexican businessman who revolutionizes Miss Universe

By Adrian Morales
Photos: Rubén De León

The acquisition of 50% of the Miss Universe franchise by Raúl Rocha Cantú represents a new era for the pageant, which until now had not exploited its potential in Mexico. For years, Rocha Cantú has observed the impact that Miss Universe has in other countries, where cities are paralyzed by the arrival of their national representatives and the popularity of the event. In contrast, in Mexico, the franchise had not managed to establish itself with the same brand power and visibility, which is why Rocha Cantú decided to intervene to transform this scenario.

What does your investment in Miss Universe really mean?

For Rocha Cantú, Miss Universe is not just a beauty pageant; It is a comprehensive business platform. When acquiring the franchise, he set two fundamental objectives. First, develop a structure that encourages Mexican contestants to have greater projection from state to international competitions. Second, and with equal importance, ensuring that Mexico becomes the headquarters of the global competition, something that has not happened for 17 years. This movement not only puts Mexico on the Miss Universe world map, but also opens opportunities to showcase the country’s cultural wealth and organizational capacity.

His focus goes beyond the show. Rocha Cantú identified an area of ​​opportunity in the lack of development of products and services around the Miss Universe brand. With 73 years of history, the organization has never considered diversifying into other industries in such an ambitious way. Rocha Cantú has successfully launched product lines such as Miss Universe Skin (skincare), Miss Universe Cosmetics (cosmetics), and Miss Universe Hair (hair products), and is now working on a sports fashion and casual wear line. These products not only capitalize on the brand’s global recognition, but also connect with an audience of millions in more than 130 countries, generating an economic and cultural impact that transcends the contest itself.

Rocha Cantú recognizes the importance of adapting each product and strategy to the cultures and customs of each country where Miss Universe has followers. This not only means expanding the brand in terms of products, but also connecting with the global audience on a deeper and more personalized level. In his words, the brand must respect and reflect the cultural diversity and unique characteristics of each region to create an authentic bond with consumers.

At a business level, Rocha Cantú visualized the franchise as a brand that transcends beauty, covering multiple sectors with a strong media presence. This public exhibition has positioned Rocha Cantú at an unprecedented level of visibility. Although media attention was never his initial goal, he recognizes that this aspect has added additional value to his investment, strengthening his position as a franchise leader.

Additionally, Rocha Cantú is committed to strengthening the organization’s internal infrastructure, focusing on both external and internal talent. The preparation of each contestant is not limited to their public image; There is also a robust organizational team behind each event, which requires highly trained and committed staff. Rocha Cantú emphasizes the importance of a work environment where public recognition does not eclipse the fundamental mission of the franchise: to exalt the diversity and empowerment of women around the world.

A promising future for Miss Universe

Rocha Cantú’s vision for Miss Universe goes far beyond what the pageant has traditionally represented. With a solid business strategy, it seeks to position Mexico as a reference on the Miss Universe platform, using this franchise not only to enhance beauty, but also to create a cultural and economic impact. Through its product lines and its focus on cultural diversity, Rocha Cantú is laying the foundations for a Miss Universe that evolves and adapts to the times, making this franchise a brand with global projection with firm roots in each country it represents.

Raúl Rocha Cantú’s commitment to Miss Universe is not only a financial investment, but an opportunity to connect cultures, promote beauty and strengthen the value of the brand internationally. With her leadership, Miss Universe is projected towards a more inclusive and expansive future, where beauty and business merge to generate lasting and positive change in global society.