Miss Grand Vietnam contestant’s costume inspired by altar sparks controversy

The outfit, titled ‘Huong khoi gia tien’ — literally translated as ‘Ancestral incense smoke,’ was one of 40 designs showcased during Thursday’s national cultural costume night, part of the ongoing pageant competition held in Ho Chi Minh City.

Created by designer Tran Cong Hau with mentoring from fashion designer Ivan Tran, the costume was inspired by traditional ancestor veneration practices in Vietnam, according to organizers.

In a statement, the organizers said the design was intended as “a respectful tribute to previous generations who silently support and guide their descendants.”

However, images of the costume circulating online prompted a backlash from many viewers, who said the design resembled an ancestral altar and was inappropriate for public display.

“When did an altar become a national costume?” one social media user commented.

Others questioned the taste and intent behind incorporating sacred cultural symbols into a pageant performance.

This is not the first time such designs have sparked controversy in Vietnam.

A similar costume titled ‘Ban tho’ (Altar) submitted for national costume selection ahead of Miss Universe 2019 also received widespread criticism.

That outfit, by designer Pham Quang Minh, was based on the theme of ancestor worship.

Critics at the time argued that using sacred objects such as incense burners and altars for entertainment or promotional purposes disrespected cultural and religious values.

The final of Miss Grand Vietnam 2025, featuring 35 contestants representing provinces and cities across the country, is scheduled for Sunday, when reigning titleholder Vo Le Que Anh is set to crown her successor.