Thailand's Maria Poonlertlarp may have achieved a 29-year high with her top-five finish at this year's Miss Universe competition, but it was her answer to one of the judges' questions that whipped up an internet storm.
Maria, aka Maria Lynn Ehren, a 25-year-old Swedish-Thai beauty who stands 184cm tall, had become a favourite in many leading opinion polls over the weekend, and Thais had taken to Twitter to send support using the hashtag #MissuniverseThailand2017.
However, Maria could only reach the final five Monday morning, after having had to answer the question: "What do you think has been the most important social movement of your generation, and why?"
Her answer was: "I think the most important social movement, so far, is that we're having an ageing population. So the most important movement in our time is definitely the youth. So the youth is the future. The youth is something we have to invest in because they are the ones who are going to look after the Earth that we live in."
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Maria achieved the best placing of a Thai entrant to the competition in 29 years. Thailand has won the title twice, when Apasra Hongsakula and Porntip "Pui" Simon (then Nakhirunkanok) took home the title in 1965 and 1988 respectively.
On social media, many Thais said the question was too broad and Maria did her best in the limited time.
However, some argued that her answer cost her the title, saying her answer missed the mark and demonstrated a lack of a clear understanding of the term "social movement".
"I think she should have narrowed down her answer and emphasised a social movement relating to gender and economics, such as LGBT or Occupy Wall Street as crucial examples of people who want to see social equality in many dimensions," one observer pointed out.
TV journalist Karuna Buakamsri argued the question was not "too broad" at all.
"Since the competition is titled Miss Universe, the question will therefore relate to current affairs that are happening in the world," she wrote on Facebook.
Fans were ecstatic when Maria make it to the Top 5, but their joy was shattered within half an hour.
To answer that question, she added, one must be able to grasp the keyword "social movement", citing the Umbrella Protest in Hong Kong and the hashtag #MeToo, the current movement concerning sexual harassment against woman, as examples.
A parody swept the internet in the form of a two-window cartoon showing Maria being asked: "What is the most interesting place in your country?" Her answer in the second pane is: "The Armed Forces Academies Preparatory School".
Shortly after the competition, the official fan page of Miss Universe Thailand uploaded a video clip showing a teary-eyed Maria expressing her gratitude towards her supporters.
"I am glad that you all have faith in me. I am a bit disappointed that I couldn't deliver what everyone was expecting, but I did my best," she said.
Polpat Asavaprapa, or Moo Asava, who designed Maria's gown said, "I think she's already did her best.
"She has never been a killer beauty, but more of a beautiful girl next door that everyone feels comfortable to be around. She does not overshadow others around her and I think it would be safe to assume that she must have been loved by her fellow contestants. She's always been someone very thoughtful who speaks mindfully and she's always had a very positive attitude," Polpat added.
"She did her best, and the love she has garnered from Thai people will be turned into many good things after this," said Chutima Narongdej, Thailand's Miss Universe 2008.