Estonian student becomes first non-Korean to win Miss Chunhyang title

Mai, right, a 25-year-old Estonian student currently studying Korean language education at Seoul National University, poses with other finalists during the 95th Global Miss Chunhyang Pageant in Namwon, Wednesday. Courtesy of Namwon City

For the first time in the 95-year history of the Chunhyang Festival, a foreign contestant has won one of the top titles in the Miss Chunhyang beauty pageant.

Mai, a 25-year-old Estonian student currently studying Korean language education at Seoul National University, came in fourth place during the Global Miss Chunhyang Pageant held on Wednesday in Namwon, a southern city often referred to as the home of some of Korea's most romantic folklore.

Also a YouTuber who runs a channel under the name Kimchi Ghost Mai, she was named Miss Chunhyang “Hyun,” a title that ranks just below “Jin” (first place), “Seon” (second place), and “Mi” (third place) in the pageant’s hierarchy.

The annual competition only began accepting international participants last year as part of its push for global outreach. Mai is the first non-Korean contestant ever to earn a title in the pageant’s main lineup, making her a symbol of the festival’s evolving inclusivity and growing international appeal.

“I’m deeply honored to represent a tradition I’ve long admired,” Mai said after being crowned. “Learning the language brought me closer to Korean culture, and standing here today feels like a dream.”

Part beauty contest, part cultural tribute, the Chunhyang pageant takes its cue from the enduring love story of Chunhyang and Lee Mong-ryong — a tale that reflects Korea’s Confucian ideals of loyalty, chastity and moral strength.

This year’s event drew over 600 applicants from across the globe, with 38 finalists — including Mai — competing in the final stage. The top honor went to Kim Do-yeon, 20, from Wonju, a design student at Yonsei University.

Namwon officials said that this year’s pageant demonstrated “a significant step forward” in globalizing Korean cultural content. All winners, including Mai, will serve as cultural ambassadors for Namwon City throughout the coming year.