The first major all-ethnicity Miss Vancouver beauty pageant in two decades is coming to Canada Place West—the new $883-million convention-centre expansion—on May 9.

It’s part of the first annual Health and Beauty Expo, a trade show organized by Jam Expo Inc.

CEO Marina Hossain told the Georgia Straight the Health and Beauty Queen Miss Vancouver 2009 pageant has two noble aims.

First, it’s a promotion of both beauty and health. Contestants will be judged on their fitness, and the general health of their hair, skin, et cetera.

Second, it’s a bid for local multiculturalism.

“Everyone is focusing in on their own community,” Hossain said, referring to the Miss Chinese Vancouver, Miss India Worldwide, and other ethnic-based events that have taken the place of more general pageants.

Several of these local events funnel winners into international contests.

“They’re not thinking outside the box,” Hossain said. “We’re living in a multicultural city, and we need to be together.”

Formerly, Miss Vancouver was part of the Miss PNE contest. That changed to a more feminist-friendly, nongendered PNE “ambassador program” in the early 1990s. Without tiaras, it lost prominence.

This one will have tiaras. It will feature a jeans-and-white-shirts parade, an evening gown contest, and an ethnic wear contest. Swimwear is under discussion.

The winner will be crowned by Miss International Canada 2004 Adelynn Cupino. Formerly, Cupino was Binibining Pilipinas (Miss Philippines) International of B.C. 2002. She is also an SFU communication graduate.

Hossain is no stranger to feminist arguments against pageants. But she believes this one, especially, serves the greater good.

Not only does it give younger teens a reason to “look after their own life”, so they can compete, she said; it also recognizes a legitimate female talent—beauty.

“I believe that we all have talents, and talents have to be appreciated,” Hossain, who has never competed in a pageant, said. “Some can sing, some can dance, some have a nice face. Not everybody has that. But it’s the same as any other talent, like swimming. I see it in the same line. Beauty should be appreciated, too....Beauty is something you have to work on. You have to furnish it. It’s a talent, knowing how to keep up with your body and health. Plus the natural talent you’re blessed with.”

The pageant is open to women aged 18 to 28, living in B.C., unmarried, with no children (and not currently pregnant). The winner will get a $5,000 prize, a trip to Las Vegas, and be on the cover of the 2010 Health and Beauty Expo magazine.

The deadline for on-line applications is April 21.