A beauty pageant losing its shine
The Miss South Africa pageant has long been one of the country’s most glamorous annual events, but this year’s edition is struggling to keep fans inspired. After months of delays and quiet build-up, the top 10 finalists for Miss South Africa 2025 were finally announced on 16 September. Instead of excitement, the announcement left many questioning whether the pageant has lost its spark.
For the first time, contestants had to share their audition clips on social media. While it made the process more visible, it also left some hopefuls open to harsh bullying online. The shift signalled early on that this year’s competition would feel different, and not everyone liked the direction.
Meet the top 10
The finalists announced were:
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Qhawekazi Mazaleni (Eastern Cape)
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Zanele Phakathi (Gauteng)
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Nthabiseng Kgasi (Gauteng)
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Luyanda Nonhlelo Zuma (KwaZulu-Natal)
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Lebohang Msimanga (Gauteng)
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Karabo Mareka (Gauteng)
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Gizeelle Venske (Gauteng)
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Ghee-Ann Rademan (Western Cape)
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Buyisile Mashile (Gauteng)
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Bridgette Jobes (Western Cape)
Among them, Qhawekazi Mazaleni has quickly gathered a loyal online following, while Luyanda Zuma is emerging as another early favourite.
Why fans feel short-changed
In previous years, the pageant was a national spectacle, with top 30 and top 16 line-ups, polished photo shoots, and televised introductions to help the public connect with contestants. This year, the format feels pared down. Supporters noted the official images lacked the polish of past editions, sparking speculation about budget cuts.
But the biggest frustration is the new voting system. Fans are required to vote through the Miss South Africa app or website. The first vote is free, but additional votes must be bought, from R3.99 for a single vote up to R999.99 for 350 votes.
Many argue this puts the competition out of reach for ordinary South Africans, turning it into a popularity contest driven by money.
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What South Africans are saying
Social media has been filled with frustration. One viewer complained:
“We know the girls have met, but we have no idea what they are up to! We can’t even see their personalities or how they carry themselves. Please post more often. Otherwise, we will just vote for someone we already know.” — @empresshouse_
Another added:
“So we are back to the olden days of pageants where we vote on looks and popularity instead of what these contestants can actually do for the country. We know nothing about them.” — @tiffanyambermoses
The criticism shows a deeper issue: Miss South Africa has always been about more than appearances. The crown has symbolised leadership, intelligence, and social impact. Fans now feel that the pageant risks undoing that legacy.
Looking ahead
Voting opened on 23 September and will run until 24 October at 6 pm, with the finale scheduled for 25 October at the SunBet Arena in Pretoria.
Organisers still have time to rebuild trust, but they face an uphill climb. For the moment, the contestants, who should be at the heart of the story, are being overshadowed by debates about money, accessibility, and the direction of the competition.
Source: Briefly News
Featured Image: Facebook/Miss South Africa
