Xu Jidan represented China at the Miss Universe pageant in Las Vegas in 2012. She was awarded the prize for Best National Costume. Photo provided to China Daily

She has been recruiting candidates from across China since March. The final competition will be held in August.

"It's not just about beautiful appearances. Educational backgrounds, talent shows and character－they all count," Xu says.

According to Xu, the pageant has started to attract more young Chinese women. In 2014, more than 5,000 people applied for the show through the official website, plus many more via on-site applications.

Last year, about 10 percent of the applicants were overseas Chinese students and this year it is likely to be between 20 and 30 percent, according to Xu.

Xu attributes the trend to students' exposure to developed pageant culture abroad.

She says in 2013, many of the applicants were people born in the late 1980s, but increasingly the next generation is taking over, with their enthusiasm for new ideas.

"Some people take it for granted that a pageant is just a catwalk. But it is more about raising the public's awareness on issues such as charity and promoting positive energy," Xu says.

Xu says pageant culture is popular in Western and Latin American countries, and the Philippines. They encourage young women not to become overnight celebrities, but to learn how to be more helpful to their communities.