The story of Miss Finland loses crown unfolded quietly at first, then turned into one of the most debated moments in Finnish pageantry this year. What began as a single photo shared in a private group ended with Sarah Dzafce losing the national title she had carried for only three months. The Miss Suomi organisation confirmed the decision at a press event in Helsinki, bringing a tense chapter to a close while opening another for her successor, Tara Lehtonen.
The situation developed quickly after a late November image gained widespread attention. In the photo, Dzafce is seen pulling the corners of her eyes while sitting at a dinner table. The gesture was interpreted by many as mocking East Asian features. The picture included a caption written in Finnish that referenced Chinese people in a casual tone that critics said deepened the offence. Although the image had been posted by a friend rather than Dzafce herself, the public reaction did not ease.
At the press conference, Dzafce apologised directly and repeatedly. She looked visibly shaken as she told reporters that she understood the gravity of the moment and the pain caused to the Asian community. She also explained that she had been struggling with a headache when the picture was taken and that the caption had been added without her approval. Her explanation, however, did not calm the backlash.
The controversy intensified days later when Dzafce posted a short video from a Finnair business class cabin. In the clip, she commented on the criticism she was receiving while showing herself seated in a premium cabin. Viewers described the video as dismissive of the situation and disrespectful to those raising concerns. She removed the clip soon after it spread online.
Her public apology on Instagram came on Monday. She wrote that she wanted to speak directly to anyone affected and promised to learn from what had happened. By then, pressure on the Miss Suomi organisation had escalated to a point where further internal discussion was described as unavoidable.
Sunneva Sjogren, CEO of the Miss Suomi organisation, explained at the press event that the decision was made after lengthy conversations within the team and with Dzafce herself. She noted that earlier in the week the organisation had believed the matter could be resolved without altering the outcome of the competition. As criticism grew across Finland and abroad, the leadership reconsidered.
Sjogren stated that the title of Miss Suomi carries a level of responsibility that requires trust, accountability, and respect for all communities. She expressed regret for the distress caused, acknowledged the intensity of the reaction, and said the organisation recognised the harm felt especially within Asian communities in Finland.
Dzafce said she had been informed of the decision that same morning. She accepted it and took full responsibility for her actions. She also announced that she would step away from social media for the time being to focus on her wellbeing and avoid further missteps.
Tara Lehtonen, 25, who had placed first runner up, said she was surprised when she received the call asking her to step into the national role. She was at work when she was reached. She described taking a moment to absorb the news before agreeing. She added that she has always kept her own social media use modest and neutral and does not expect a similar situation to arise with her.
Both Dzafce and Lehtonen stood together at the event. They were seen embracing briefly before the new crown was placed. Lehtonen said their relationship remains friendly.
This is the first time since 2011 that a Miss Suomi title has changed hands mid year. In that earlier case, Pia Lamberg, known then as Pakarinen, resigned due to disagreements with the organisation. Her title went to Sara Sieppi, then the first runner up.
