The Rainha das Rainhas, a prestigious beauty and fantasy contest in Pará, Brazil, has been celebrating the artistic and cultural richness of the region since 1947. Recognized as an Intangible Cultural Heritage of Brazil in 2024, this event showcases a convergence of beauty, creativity, and tradition. The assembly of candidates, each representing different Pará clubs, represents the diverse cultures and communities within the region. The event is a platform for aspiring beauty queens, some of whom have dreamt of this opportunity since childhood, culminating in a highly anticipated annual spectacle.

The contest features approximately 15 candidates who dedicate months to rehearsals and community gatherings in preparation for the grand night of the parade, which takes place in Belém. Each contestant is allotted two minutes to captivate the audience with a unique performance that includes dance and description of their lavish costumes. These costumes are not just visually stunning, incorporating crystals, jewels, and feathers, but also reflect themes that resonate with local culture – highlighting the creativity and resourcefulness of the designers, who often use recycled materials.

As the contest showcases the artistic talents of participants alongside their beauty, it serves as a critical cultural event that brings together the community, celebrates heritage in a vibrant way, and highlights the role of women in cultural representation. The Rainha das Rainhas is more than a beauty pageant; it is a celebration of Pará’s rich traditions, providing a significant platform for cultural expression and continuity in Brazilian heritage, particularly in the North and Northeast regions.