A tale of two pageants: Samuel Seow on celebrating culture, confidence and second chances

New Paper

3 days ago

Samuel Seow is no stranger to the spotlight - but these days, he prefers to shine it on others.
The 52-year-old founder of Beam Artistes is the driving force behind two newly launched male pageants: Misters of Nusantara and Masters of the World.
Though both events celebrate men, their goals are distinct: one seeks to unite a region, the other to honour the resilience of age.
Debuting this year, Misters of Nusantara is a landmark competition bringing together contestants from Singapore, Malaysia and Indonesia - three countries that Mr Seow says "share a very close relationship, one that's both competitive and cooperative."
"The Nusantara (the Malay Archipelago) includes not just these three, but also countries such as Thailand, Timor Leste and Brunei," he explained in an interview with The New Paper.
"But we're starting with the first three countries, where there are a lot of similarities in culture, dance, dress and performance styles, and I want to find someone who can represent that shared identity," he added.
Three national titleholders will be crowned - Mr Singapore, Mr Malaysia and Mr Indonesia - but the coveted overall title of Mr King of Nusantara will be decided by public online vote. The winner takes home a brand-new car.
For Mr Seow, the pageant is about more than just competition.
"There's a deep history in Nusantara. We're one of the oldest peoples in the world after the Africans - and I think people should know that. This is about educating others on our legacy," he said.
Running separately from Misters of Nusantara is Masters of the World, an international pageant for mature men. It features two categories: Masters Prime (ages 36-49) and Masters Elite (ages 50 and up).
"This has never been done before," Mr Seow stated.
"We're often told we can't do things because of age - can't go to the gym, can't wear certain things, can't chase goals. I wanted to challenge that."
He added: "The men we're looking for are people who have stories to tell and wisdom to share - not just six-packs."
Contestants include CEOs, musicians, fathers, and even men who have overcome incarceration or difficult upbringings.
"This year we have one contestant who has a stutter, and he has to work twice as hard to speak every day," Mr Seow said.
"Life isn't a bed of roses. These are the stories people need to hear."
Both pageants are part of Mr Seow's broader goal: to redefine masculinity and representation in Southeast Asia.
"There's a lot of pressure on men to behave a certain way," he observed.
"Do you open the door for a woman? Do you offer to pay for dinner? These are the kinds of questions that reflect how ideas of manhood are changing - and they're exactly the kinds of things we explore in our Q&A rounds."
Despite setbacks - including issues with a partner in Indonesia who allegedly mishandled contestant fees - Mr Seow remains committed.
"We had to rebuy air tickets for contestants ourselves. It was disappointing," he admitted. "But this will still be the biggest male pageant event in the region. And we're just getting started."
As he puts it: "This is not about perfection. It's about growth, effort, and being the best version of yourself - no matter where you come from or how old you are."