According to The Starthis year’s contest’s 14 finalists, dressed in elegant white outfits, made a striking appearance at George Town’s City Hall on Aug. 1. Over the coming days, the contestants will film at several of Penang’s most recognizable sites, including its coastal vistas and cultural landmarks.

Penang’s state tourism and creative economy committee chairman Wong Hon Wai said the production is the result of a collaboration between the Penang State Government and Hong Kong broadcaster TVB. Airing weekly to over 5.1 million viewers in Hong Kong, the Miss Hong Kong pageant is expected to elevate Penang’s international visibility as a filming destination and showcase its rich heritage and natural beauty to global audiences, according to him.

“Through the lens and journey of the contestants, the Miss Hong Kong Pageant 2025 will offer global audiences an immersive glimpse into Penang’s breathtaking landscapes, rich cultural heritage, and contemporary charm,” Wong said in a statement. “More than just a pageant, this production will serve as a tourism promotion that breathes new life, imagination, and inspiration into Penang’s tourism brand.”

Founded in 1946 and acquired by TVB in 1973, the Miss Hong Kong pageant is one of the world’s longest-running beauty contests.