Miss Culture Malawi has received a K5 million sponsorship boost from local branding firm Saga Innovations ahead of its grand finale slated for February 28 at Bingu International Convention Centre (BICC) in Lilongwe.
The partnership is expected toenhance the pageant’s branding, visibility and professional presentation as preparations for the main event continue.
Speaking during the cheque presentation ceremony in Lilongwe, Saga Innovations marketing manager Theresa Ngwira said as a local brand, they believe in supporting initiatives that promote culture.
“We have a common goal of promoting culture in an innovative way to inspire young people interest in following their culture,” she said.
Through the partnership, Saga Innovations will provide products like roller banners, branded merchandise and tags which to be used to advertise the event as well as the events tickets.
Ngwira added that they are looking forward to a long term relationship with the pageant organisers.
In a separate interview, Miss Culture Malawi crown holder Weshah Mwalamoyo hailed Saga Innovation for the partnership, saying it will enable them to brand Miss Culture Malawi products.
She said the support is crucial to the beauty sector, which she noted often struggles to attract sponsorship. He said the partnership will enhance promotion of Malawian culture through the pageant.
“It is not every day that pageantry receives this kind of support. This gesture gives us the confidence to plan bigger, improve our standards and effectively showcase Malawi’s culture to bigger audiences,” said Mwalamoyo.
Miss Tourism Malawi 2025 Olivia Masonga commended the company, saying such partnerships enable Malawians to tell their stories through culture which is important for promoting tourism.
“Partnerships enable us to tell our stories,” she said.
Ten contestants will advance to the final where the winner will walk away with assorted prizes, including a scholarship, K1 million cash prize and an opportunity to represent Malawi at Miss Culture Global.
Miss Culture Malawi is one of the country’s key cultural platforms aimed at promoting tourism, heritage and creative expression among young women.
