A reputable show organizer shared with VietnamNet that the fees for beauty queens are not solely based on their name or title but also depend on various other factors.

First, the brand plays a significant role; established and well-known brands often offer different rates compared to newer ones. Second, the volume of products and the scale of the campaign also affect the fee; a brand with multiple products to promote or a long-term campaign will pay higher fees compared to smaller campaigns. They are willing to pay between VND 300 million to 500 million, or even up to VND 1 billion, for a beauty queen to elevate their brand's reach.

Another crucial factor is the beauty queen’s social media popularity and follower count, which greatly influences their appearance fee. Lastly, the type of collaboration determines the fee; if a beauty queen or runner-up is only attending an event, the rate differs from when they are also engaged in promotional activities like social media posts, interviews, or commercial shoots.

The fees for attending events also vary depending on the nature of the event. Ms. L, a former journalist managing several beauty queens and models in Hanoi’s fashion sector, noted that if they only make a brief appearance without having to speak or promote, the fees for N.H, or runners-up T.A, H.M, can range from VND 30 to 70 million per show. If they participate fully in event activities, spending several hours or supporting promotional campaigns afterward, the remuneration can rise from VND 70 to 200 million per show.

When asked about the difference in fees between newly crowned and established beauty queens, a renowned show organizer in Ho Chi Minh City explained that determining a specific rate for a newly crowned titleholder is challenging. It depends on public reaction, how prominent the beauty queen is shortly after her crowning, and the sector interested in collaboration.

However, at times, newly crowned beauty queens may have to participate in community or charity events without a fee. Their fees gradually increase as they gain more experience, build a stronger public image, and attract attention from major brands.

According to an insider at VietNamNet, a management company for a new beauty queen recently attracted attention by quoting a fee of up to VND 500 million per event, surpassing even some of the hottest A-list names on the market. Selection often favors those with a pleasant and cooperative attitude, alongside reasonable rates that align with market expectations. Beauty queen T, for instance, is highly sought after by brands due to her international competition win and strong social media presence.

Information about appearance fees for beauty queens, runners-up, and models is often avoided by the media due to its sensitive nature, which can lead to misunderstandings. Disclosing such details not only complicates brand negotiations but also risks creating conflicts among artists. Thus, professional agencies typically handle negotiations discreetly through email and private discussions to reach a final agreement.

Supermodel Ha Vy, who has organized numerous fashion shows, shared with VietnamNet that a regular model in the northern region typically earns from VND 1-2 million per show. If the model has participated in beauty contests, the rate may increase to VND 3-5 million per show. "Generally, appearance fees in the modeling industry can be very flexible. Friends inviting each other to shows or mentors inviting their students differs from direct partnerships with models," said Ha Vy.

According to the supermodel, fee negotiations can sometimes be flexible. She mentioned the upcoming "Heritage Walk" fashion show, scheduled for November 22 at the Music Garden of the Hanoi Opera House, where beauty queen H'Hen Nie has been invited to participate. "H'Hen Nie has a set fee for appearances in the north. As a professional in the industry, when I reach out to her and her management, they are always pleasant and cooperative. But being a model myself, I understand the need to pay fairly rather than trying to bargain based on personal connections," said Ha Vy.

Establishing appearance fees in the beauty industry is a complex process that requires a deep understanding of the market, brand values, and the artists themselves. Various factors, from brand reputation to the number of followers, contribute to the value of the contracts for these celebrities. Setting a reasonable fee is not straightforward and demands careful consideration from all parties involved.

Minh Nghia - Anh Phuong