The Lithuanian pageant attracted competitors from 22 countries, with a theme putting attention on the issue of human trafficking. The Miss Universe contest was held on August 23, with contestants from 83 countries.

Erikas Saukalas, representing the US company, said, "Our claim is very simple. The title was used illegally because all rights belong to the U.S.-based company."

Evelina Gruzdiene, director of the Lithuanian pageant, responded, "Universe is a generic word, so the U.S. company's claims are ungrounded."