Miss China, Yu Wenxia, has won the coveted title of Miss World 2012, after beating off more than 100 beauties from around the world at the final, which took place in Ordos.
It is the second time in the pageant’s history that Miss China has been awarded the title.
The 23-year-old Yu is a music student who would like to become a music teacher, according to reports
Sophie Moulds from Wales came second, while Jessica Kahawaty from Australia came third.
A record total of 116 contestants took to the stage during the final in a variety of stunning gowns.
Approximately 40,000 people gathered in the brand new Dongsheng stadium in Ordos to watch many of China’s leading stars join an international cast.
It is estimated that the final, which featured a performance by a group of musicians playing the erhu, was watched by a worldwide TV audience of 1 billion viewers.
Spectators donated money online towards the Beauty with a Purpose cause, which will allow thousands of people to become a part of the Miss World experience.
Ordos, which sits about 700 km from the nearest beach, has grown rich over the past decade on the back of a coal mining boom that has transformed it into one of the wealthiest places in China.
The city is one of the twelve major subdivisions of Inner Mongolia, China. It is located within the Ordos Loop of the Yellow River. Although mainly rural, Ordos is administered as a prefecture-level city.
“Ordos” means “palaces” in the Mongolian language. Ordos is known for its lavish government projects, including the new Ordos City, a city of exquisite buildings and abundant infrastructure seldom used by residents.
The Miss World ceremony has had a positive impact on the destination as it moved into the spotlight.
Miss World in tech focus
Earlier this year, a brand new Miss World website was unveiled, offering visitors the chance to become fully interactive.
The new site includes improved navigation, enhanced visuals, and exciting new content.
The new homepage highlights key information and allow users to browse Miss World’s breadth of content more easily.
Redesigned menus enable visitors to quickly locate the information they want, whilst providing a more compelling opportunity to discover something new.
In order to contribute to and capitalise on the buzz and excitement that surrounds Miss World events during contest time, the new site has an increased focus on the concept of real time interaction, and instant reaction.
“We will be aligning our social media offerings, bringing Miss World’s Facebook, Twitter and YouTube presence together in one place for the first time,” explained a spokesperson for Miss World.
“Our aim is to provide a slick and efficient digital product with the tools to enable our online and social community to develop and interact in real time throughout the contest.”
In another technological innovation, contestants from a record 116 countries each had a dedicated section of the site where they were invited to introduce visitors in their own language and allow fans and users to experience the contest through the eyes of each contestant for the very first time.
Fans have been able to share information and interact with Miss World contestants and other fans and site visitors via embedded social media feeds on the website, creating an innovative and exciting multimedia interaction.
Contestants have been able to tell their own stories by uploading videos, images and messages as part of a new Miss World Fast Track Event.