In this edition, we proudly feature Dr. Elizabeth Wilcox, the dynamic Founder and CEO of Princess of Asia®. She reminds us that true beauty begins within — and this is HERSTORY, a journey of grace, vision, and empowerment.
Q1. Elizabeth, thanks for taking on this interview with AMA. Please introduce yourself, and your experience settling in MN.
Hi! I’m Elizabeth. I’m the Founder and CEO of Princess Of Asia®. At its heart, Princess Of Asia® is a confidence, leadership, and communication development program presented through a rich cultural lens — and yes, it happens to take the form of a pageant. Through competitions, community service, and year-round mentorship, we help participants learn to lead — not just on stage, but in everyday life.
My Minnesota journey began in 2002, when I arrived from China as an international graduate student at the University of Minnesota. I studied at the Humphrey School of Public Affairs and Department of Organizational Leadership, Policy, and Development — eventually earning my Ph.D. in Evaluation Studies in 2012. During that time, I was teaching in the Department of Asian and Middle Eastern Studies and later working at a Chinese immersion school. I was working full time, finishing a dissertation… it was a lot, but I pushed through. Teaching has always been my calling — even before coming to the U.S., I was already a college instructor in China.
But like many women, especially immigrant women, motherhood changed everything. I experienced a traumatic childbirth and postpartum depression, and suddenly the academic path I thought I was on no longer felt realistic. So I reinvented. I started One On One Learning Consultants LLC, and began tutoring and coaching students and adults — those struggling, those accelerating, and those needing clarity or direction in life.
Over the years, one truth kept showing up: confidence changes everything. Yes, I was teaching content, but I was also cheering students on — helping them believe, “I can do this.” After more than 20 years in education, I realized confidence is the foundation of success — in school, work, community, and life. That’s why my business slogan became, “Building confidence one student at a time!”
And honestly, that philosophy planted the seed for Princess Of Asia® — because once you witness what confidence can unlock, you can’t unsee it.
Q2. Share more with us – why did you choose to launch the Princess Of Asia?
Honestly, I never set out to start a pageant — that was never on my life plan. It all started with my daughter. When she was six, she entered National American Miss (NAM) pageant, which focuses on confidence-building and real-world skills for girls. She didn’t win that first year. But what struck me was watching those young girls introduce themselves under bright lights, speak clearly, and walk with poise… at six years old! I remember thinking, “Wow… that level of confidence is powerful.”
She returned the next year, a little older, a little more prepared, and with some coaching — and in 2021, she won! She became National American Miss Minnesota Jr. Pre-Teen. But the real growth happened after the crown. She volunteered, spoke about anti-Asian hate during COVID, met elected officials, and discovered her voice in meaningful ways. I shared parts of that journey on social media, and parents began reaching out: “How is she so confident? Can you help my daughter too?” So I started coaching girls for pageants.
T
hen in 2022, the President of the Alliance of Minnesota Chinese Organizations (AMCO) approached me and said, “Could you create something like this for Asian girls at the Lunar New Year celebration at Mall of America?” And that’s when everything clicked. So many Asian kids excel academically, but few have platforms to practice leadership, communication, stage presence, or cultural pride. So, Princess Of Asia® wasn’t born from a business idea — it was born from a community need.
In our first year (2023), we had twelve girls and crowned three queens. Soon after, parents of boys started asking how their sons could be involved — so I created escort volunteer roles. By 2024 and 2025, participation grew and age divisions expanded. Our reigning 9-member royal court now represents Chinese, Filipino, Hmong, Korean, and Vietnamese communities.
What started as my daughter’s confidence journey is now a movement — a space where Asian youth can find their voices, own their identities, and step into their power.
Q3. That is such a powerful start. How did your own cultural identity evolve while working in such non-traditional field, especially for Asians — and how has that shaped your sense of belonging?
My cultural identity definitely evolved through this work. Like many immigrants, I once believed success meant assimilation — speak perfect English, stay in academic spaces, don’t draw too much attention. Pageantry felt unfamiliar, maybe even culturally contradictory.
Then something happened that really opened my eyes. I coached a girl whose mother was completely supportive of her joining mainstream pageants like NAM — but she refused to let her daughter participate in Princess Of Asia®. She said she didn’t want her daughter “around too many Asians” because there might be drama. It stung, but it was honest — some Asian families still believe distancing ourselves from our own community feels safer.
That moment reminded me: representation doesn’t just start on stage — it starts at home, around dinner tables, in the beliefs we pass down about identity, belonging, and worth. Before I could empower Asian youth, I needed to help Asian parents understand the value of visibility, confidence, and cultural pride.
So yes, somewhere along the way, I went from trying to quietly fit into existing spaces… to building new ones with glitter, music cues, and a microphone. And now my definition of belonging is very different. It’s not about squeezing myself into a space that wasn’t designed for me — it’s about expanding the room so more of us can walk in comfortably, preferably in heels if we choose.
Through Princess Of Asia®, I hope to build spaces where Asian youth can show up fully, proudly, loudly — without apology. And now, belonging doesn’t mean shrinking to match the system. It means expanding the system so more of us can stand inside it.
Q4. How do you balance cultural authenticity with the need to integrate into larger society to have more diverse support?
Very intentionally. From the beginning, I knew Princess Of Asia® had to proudly center Asian heritage — not as decoration, but as the core. Our values, traditions, and stories are what make the program meaningful, so we protect that.
But Asian youth don’t grow up only in Asian spaces — they grow, study, and lead in a multicultural America. So Princess Of Asia® also has to welcome allies and supporters from beyond our community, because confidence and leadership are universal skills.
I always come back to two questions: Are we honoring who we are? And are we building bridges, not walls?
That’s why Mall of America is the perfect stage for us — it’s visible, public, and shared. It’s also why contestants must be of Asian heritage or adopted by Asian parents, but escorts may come from any racial background. Representation matters. And yes, formal wear is Western gowns, but the heart of the experience — respect, humility, family, and community — is deeply Asian.
What excites me most is the diversity of support behind us. We have wonderful Asian sponsors like Asia Mall, Shanghai Market, TCM Therapy Center, Welwe Hearty Foods, and more. But we also have sponsors such as African Fashion Week Minnesota, Chloe by Vincent, EaTo Restaurant, and Rhinestones Unlimited — businesses not Asian-owned but who believe confident Asian youth make Minnesota stronger.
And our judges? They represent multiple cultures and industries — business owners, educators, pageant winners, politicians, community leaders — all volunteering their time because they believe in the mission.
To me, cultural authenticity gives us identity, and inclusion gives us impact. We don’t need to dilute who we are — we just need to invite others in with pride, openness, and joy.5
Q5. We all know starting something new often comes with risk and uncertainty. What challenges did you face as an immigrant business owner and cultural innovator, and how did you overcome them?
Oh, there were definitely challenges — both expected and surprising. Starting something new is hard for anyone, but doing it as an immigrant adds extra layers. Entrepreneurship taught me strategy, but immigrant life taught me strength, adaptability, resilience, and creative problem-solving.
In the beginning, resources were limited. There was no big launch budget or corporate backing. So I built slowly — conversation by conversation, sponsor by sponsor, volunteer by volunteer. It wasn’t glamorous, but it was intentional, relational, and sustainable.
There was also a misunderstanding about pageantry. Some assumed it was all glitter and crowns. I had to gently reframe it — it’s not a “beauty pageant”; it’s a skill-building pageant. Our mission is to boost confidence, build leadership, and improve communication. Once people saw the growth, they understood.
And then there’s cultural hesitation. Many Asian parents — understandably — prioritize academics over public speaking, performing, or community involvement. Some worried about judgment or comparison. Instead of pushing, I listened, answered questions, and let results speak for themselves.
I’ve seen incredible transformations. One girl was so shy she couldn’t make eye contact — now she’s the first to raise her hand in class. That sounds small, but for her, it was huge. There was a POA queen who cried at her very first solo appearance in front of 150 seniors because of social anxiety — by the end of her reign, she became a state debate champion. That kind of confidence doesn’t just rise — it skyrockets.
Moments like those remind me why I do this. As a CEO, it’s fulfilling — but as a lifelong teacher, it’s everything. My purpose is to help young people — and sometimes adults too — believe in themselves, speak up, and take space in the world.
So yes, there were challenges. But every single one came with growth, purpose, and community — and that made all the difference.
Q6. Love your statement “That kind of confidence doesn’t just rise — it skyrockets.”You’ve not only built something successful, but something meaningful. What impact do you hope your work has on the next generation?
Thank you — that line comes from witnessing these transformations. My dream is that Asian youth — and honestly, all youth who participate — walk into the world already knowing they belong. Not years later, not after working twice as hard, but now, while they’re still forming their sense of self.
And I hear that reflected in the most touching ways:
“The main point I truly love about POA is knowing that I could accomplish something I never know I could.” — 2023 Queen Sophia
“Signing up for Princess Of Asia® turned out to be one of the best decisions for my daughter and me. At first, I just wanted her, as a teenager, to carry herself with grace and better posture. I never expected that along the way she would also gain confidence, leadership, a sense of responsibility, and even make such amazing friends.” — Parent of 2024 Jr. Teen Queen Zitian
“What began as a simple volunteer escort role at the Princess Of Asia® pageant turned out to be one of the most positive and empowering experiences for my 14-year-old son. The most rewarding part, as a mother, has been watching my child transform into a more confident and responsible young man in such a short time.” — Parent of 2025 Sr. Best Escort Oliver
These aren’t pageant results; these are life results. And that’s what I want for the next generation.
To me, the real victory isn’t the crown or sash. It’s when a child finds their voice, stands taller, feels proud of their heritage, and realizes they have something meaningful to offer. It’s when they speak up in class, try out for something they were once too scared to attempt, or advocate for others with empathy and courage.
And especially for Asian youth, I want them to know they don’t have to choose — they can be successful AND culturally rooted. They can lead with both competence and identity.
If Princess Of Asia® helps even one young person believe, “I belong here,” that ripple spreads into families, classrooms, friendships, workplaces, and entire communities. Confidence is contagious. Representation is contagious. Leadership is contagious.
So the impact I hope for is generational — a world where Asian American youth grow up never questioning whether they belong, because they’ve already practiced standing tall, speaking up, and shining with pride.
And if we can plant that seed early? Imagine who they’ll become.
Q7. Thank you so much for these powerful statements. Any final words for our readers?
Yes — and it’s truly an invitation from the heart.
The 4th Annual Princess Of Asia® Pageant returns on February 21–22, 2026. Registration is now open for girls and women ages 4 through adult, who will compete for Queen’s titles, and for boys ages 6 and up with any racial background, who will serve as escort volunteers. To register, visit our website at www.princessofasia.org.
New for 2026 Princess Of Asia Pageant
The 2026 program features a new one-on-one interview as part of the required competitions, plus six exciting optional competitions: Photogenic, Runway, Ethnic Wear, Fun Fitness, Talent, and Spokesmodel. Open to both girls and boys, these high-energy optionals celebrate personality, poise, and creativity.
Event Schedule
- Day 1 (Feb 21): Optionals & Prelims — DoubleTree by Hilton MSP
- Day 2 (Feb 22): Finals & Royal Crowning Ceremony — Mall of America
Whether you’re a parent, educator, business owner, cultural organizer, community advocate, or simply someone who believes representation and confidence-building matter, I would love for you to join us.
Come witness the joy, pride, and empowerment that happen when young people are given a stage — and a community — that believes in them. FMI: https://princessofasia.org/
