Hallyu has captivated people worldwide, drawing countless fans to Korea and inspiring many to embrace its culture. For Mai, a 25-year-old student and YouTuber from Estonia, this fascination led her on a unique journey, from traveling across fourteen countries in Hanbok and ultimately becoming the first foreign winner of the prestigious Miss Chunhyang beauty pageant on April 30.
The Chunhyang Festival is a vibrant celebration of Korean culture, held annually in Namwon, and Mai’s historic win marks a new chapter for its iconic beauty pageant. As the first non-Korean contestant to earn a top title, Miss Chunhyang 'Hyun' (6th position), her victory highlights the competition’s expanding global reach.
Her love for Korea started in 2015, when a friend introduced her to BTS. "Since I had been a huge Michael Jackson fan, I liked how the boys danced like him,” she recalled in an email interview conducted from May 3 to 6. From K-pop, her interests expanded to traditional customs, language, and fashion, shaping her identity as a content creator. Realizing the importance of communication with her Korean audience, Mai enrolled in evening classes at Seoul National University. “The lessons were easier than I expected, so I hope to start taking more difficult lessons in the near future,” she said.
Regarding her inspiration to participate in Miss Chunhyang, a pageant celebrating beauty and virtue, Mai credited her subscribers stating, “My subscribers kept saying that I resembled Chunhyang, so I signed up for the contest.” As the only foreign contestant, standing out was inevitable. “I stood out like a sore thumb,” she said. “It wasn’t easy, especially the K-pop dance, which I had never done previously.” Despite her determination to blend in, her physique remained distinct from the Korean contestants, making her presence impossible to overlook.
To prepare, Mai learned Muyong (Korean dance), and crafted a one-minute introduction. Looking back at the preparations, she recalls the training as hard. “We practiced from morning till night, every single day, and the preparations for the final stage was crazy” Though she never wants to do it again, she recommends it as a once in a lifetime experience, stating “It was a great chance to truly challenge yourself and see how much you are capable of handling.” Throughout the competition, the moments Mai felt she truly shined were the traditional dance and speech segments. “Since I really like the Korean traditional dance and had prepared a really meaningful speech, those were the moments I believe that I truly shined,” she said
To Mai, Miss Chunhyang was more than just a title. “Chunhyang representes loyalty, integrity, and courage, values deeply embedded in Korean culture,” she elaborates. The competition itself had recently been rebranded from Miss Chunhyang, to Global Miss Chunhyang Pageant, allowing foreigners who embody these values to participate. “Chunhyang is a symbol of steadfast love and moral strength. Meaning that this competition is not only for beauty, but as well for what's on the inside. So being the first foreign winner, at this competition that has a history of 95 years, is a huge honor,” she said.
Looking back, the win had changed Mai’s perspective on herself. “I never saw myself as someone who could compete in beauty pageants,” she admitted. “But moving to Korea, and receiving so much love and support, really built my confidence.”
Beyond the competition, the most rewarding part of her journey has been her everyday life in Korea. From her days at staying in Goshiwon (single-room accommodation), she now enjoys the comfort of a villa, a true luxury in her own words.
For those considering a similar path, Mai advice is simple. “If you don’t try, you’ll never know what might happen,” she said. “Koreans are very welcoming to people who respect their culture.” However, she warns that the competition’s training period is not for the faint-hearted. “The 11 days of preparation were apparently harder than what idol trainees go through,” she revealed. “Some girls in the pageant had trained to be idols, and even they said it was intense.”
With the pageant behind her, Mai’s dreams remain simple, to continue living happily and comfortably in Korea. “I hope this achievement opens new doors and allows me to stay here, building a life in the country that has given me so much.”
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