The Miss Finland organisation has stripped Sarah Dzafce of her title following an international backlash over a social media post widely condemned as racist, an incident that has since drawn political condemnation and raised concerns about Finland’s global reputation.
Dzafce, who represented Finland at last month’s Miss Universe pageant in Thailand, shared an image in late November showing her pulling the corners of her eyes in a gesture broadly regarded as racist towards East Asians, particularly people of Chinese descent. The photograph was accompanied by the caption “eating with a Chinese”, which intensified criticism across China, Japan and South Korea.
The reaction was swift and severe. Social media users accused the 22-year-old model of racial mockery, while commentators argued the post reflected poorly not only on Dzafce herself but also on Finland as a country. The controversy quickly escalated beyond the beauty pageant world, drawing in politicians and major corporations.
Apology Fails to Stem the Fallout
Dzafce later claimed the gesture was a response to severe headaches and said a friend had added the caption without her permission. Despite issuing a public apology, she acknowledged that the image had caused “ill will in many people”.
“That was not my intention in any way,” she wrote on Instagram. “One of the most important things for me is respect for people, their backgrounds and differences.”
Her apology, however, did little to calm the storm. The Miss Finland organisation confirmed that she would be stripped of her title, citing the seriousness of the incident and its impact.
Political Leaders Condemn Incident
Finland’s Prime Minister Petteri Orpo publicly criticised the gesture, calling it “thoughtless and stupid” and warning that it had damaged the country’s international standing.
“Yesterday, during a debate in parliament, I said that this has caused damage to our country. That is certainly the case,” Orpo told reporters on Tuesday following a European summit near Finland’s border with Russia. “Personally, I do not accept racism in any form.”
The situation worsened after two members of parliament, Kaisa Garedew and Juho Eerola, posted images of themselves performing the same gesture in apparent support of Dzafce. The posts were met with sharp criticism, and Eerola later apologised, arguing that Dzafce had received what he described as a disproportionately harsh punishment.
Finnish parliamentary group chair Jukka Kopra condemned the episode, describing the incidents as “derogatory” and “inappropriate”, and stressed that they should never have occurred.
Finnair Caught in the Crossfire
Although it had no direct involvement in the incident, Finland’s national airline Finnair found itself drawn into the controversy. The company faced online criticism and boycott calls, particularly from customers in Japan.
“We have received several comments on Finnair’s Japanese X account about these images, which are considered racist and discriminatory,” Finnair communications director Paivyt Tallqvist told Finnish broadcaster Yle. “The message in the comments is consistent: do not travel to this country, do not travel with Finnair.”
In a separate statement, Finnair distanced itself from the actions of Dzafce and the politicians involved, stressing its commitment to inclusivity and respect.
“As an airline supported by employees from diverse backgrounds and customers around the world, we promise to welcome everyone with respect,” the airline said.
New Miss Finland Crowned
Following Dzafce’s removal, Tara Lehtonen, who finished second in the national competition, has been named the new Miss Finland.
“I promise to carry this title with pride and deep respect,” the Helsinki native said in a social media post.
The controversy unfolded against the backdrop of a Miss Universe pageant already marked by heightened political and social attention. Mexico’s Fatima Bosch was crowned Miss Universe at the grand finale in Bangkok, Thailand, while representatives from 120 countries competed. Among them was Nadeen Ayoub, who made history as the first woman to represent the Palestinian people at the pageant, reaching the top 30 before her elimination.
A Cautionary Moment in the Social Media Age
The incident has reignited broader debates about cultural sensitivity, accountability, and the far-reaching consequences of social media behaviour, particularly for public figures. While beauty pageants may trade in glamour, the episode serves as a sobering reminder that global audiences expect respect, awareness and responsibility — qualities that, once lost, are far harder to reclaim than a crown.
