Shift beauty pageant narrative – Miss Diaspora Ghana CEO
A FORMER Miss Malaika Ghana second runner-up, Yvonne Kofigah, has called on organisers and stakeholders in Ghana’s beauty pageant industry to move beyond physical appearance and prioritise impact, leadership and community transformation.
While acknowledging the growth of the Ghanaian pageant scene, Kofigah argues that the industry remains disproportionately focused on aesthetic appeal.
Speaking to Graphic Showbiz after the recent launch of Miss Diaspora Ghana at Accra City Hotel, Accra, Ms Kofigah, who is the brain behind the pageant, emphasised the need for a deliberate shift in how beauty queens are selected and celebrated.
“It is no longer enough to reward beauty alone. Beauty pageants should be more than about who looks good with a crown. It should be about purpose, leadership and what each queen is ready to contribute to society.
“There has to be a conscious effort to shift the narrative. We need to start rewarding substance, vision and impact and not just appearance. That is the only way to build a respected, meaningful industry,” she added.
She urged stakeholders to look beyond the glamour of the coronation night.
“Let us go beyond the crown and focus on what truly matters. Let us create opportunities that foster long-term change that will be felt for years to come”.
She noted that on the global stage, beauty queens frequently leverage their platforms to drive meaningful change.
“When you look at international pageants, you see how women use their voices to champion social causes, drive policy discussions, and lead international foundations. It is time for Ghana to align with these international standards,” she added.
Her remarks come at a time when Miss Diaspora Ghana has been introduced as a new pageant aimed at redefining the role of beauty queens in national development.
Addressing guests at the launch, she described the initiative as more than just another pageant, emphasising its mission to create lasting impact while reconnecting women of African descent in the diaspora with their roots.
“Today marks more than just an event. It marks the emergence of a platform designed to drive real change. Miss Diaspora Ghana is about using this space to reach further, do more and truly make a difference,” she said.
The inspiration for this initiative stems from Kofigah’s own career, which began 17 years ago on the Miss Malaika stage.
“Seventeen years ago, I stood on a similar stage as a Miss Malaika contestant. That journey led me to represent Ghana at the Miss Tourism Queen International in China. That experience completely changed how I saw pageantry.”
“I realised pageantry can be much more than beauty and glamour. It could serve as a powerful vehicle to drive leadership, influence and real transformation,” she added.
She also linked the vision behind the pageant to Ghana’s broader national development agenda, particularly the growing emphasis on diaspora engagement.
According to Ms Kofigoh, Miss Diaspora Ghana seeks to channel that potential into structured development initiatives that benefit local communities.
Unlike traditional pageants, she stressed that the new platform is not centred on physical appearance but on measurable impact.
“This is not about how the queens look. It is about the difference they can make. The crown is not just for show. It represents responsibility, leadership and impact,” she explained.
The winner of the maiden contest will lead a community development project on the Akuapem Ridge, focusing on youth empowerment and sustainable livelihoods.
“One of the key areas we are targeting is cassava processing. Although it is already happening in the area, the conditions are not ideal. We want to improve that and create better opportunities for the people involved,” she said.
She further revealed plans to establish a vocational and skills development centre to train young people and women in practical, income-generating skills.
