September 1, 2012, saw the crowning of Miss Universe China 2012 in Shanghai. 21 contestants competed for the honor of the title and the chance to represent China in the Miss Universe contest and Xu Jidan (Diana Xu) emerged as the winner of a competition which involves criteria such as personal appearance, personality, talent, intelligence, elegance, and soul. Xu Jidan received a diamond tiara by Luk Fook, valued at $515,000, as well as a year’s supply of beauty and skincare products from Yuesai Cosmetics, the position of Godmother of the Costa Cruise ship, Atlantis, and a scholarship of $100,000 from the New York Film Academy. Xu Jidan will also get to participate in a photo shoot with Maggie Q, offered by China Branding Group.
While the Miss Universe China 2012 competition is an event earning both local and global recognition, the contest also included other world-renowned celebrities as judges in the grand finale. Among the group were Paris Hilton, heiress of Hilton Hotels, Robert Wan, expert on Tahitian black pearls, Denise Li, former Miss Taiwan, Sherwood Hu, the renowned Chinese director, and Cetin Sekercioglu, executive Vice President of Shangri-la Hotels. These judges witnessed the Miss Universe China contestants participate in the categories of swimsuit, evening gown, performance art, and Q/A.
Each participant in Miss Universe China 2012 receives widespread recognition and opportunities to participate in charitable events as well as commercial events. As the winner of the contest, Xu Jidan does receive many tangible prizes, as well as worldwide recognition, but her additional responsibility will be to continue her training to compete in the Miss Universe pageant, taking place in December of 2012.