Its Chief Executive Officer, Hubert Ng, said the first prize winner's crown this year is worth RM20,000.
"We are proud and honoured to once again sponsor the Unduk Ngadau Beauty Pageant. The total sponsorship for the Kota Kinabalu pageant and the Sabah State-level pageant is RM135,000.
Ng said they have also been sponsoring the City Hall's pageant and is now extending even to Kota Marudu and Ranau.
"All of our crowns are custom-made. All three have a padi theme.
This is our third year sponsoring the State-level pageant.
"The prizes which also come in the form of jewellery will also be custom-made.
"It's very personalised. This year, we are giving them rings.
We'll ask them to choose their birthstone and engrave their names on it, so it becomes interesting, unique and memorable.
"In Europe and the US, engraving words on a piece of jewellery is very popular. Here, we are the first company to do it.
We are using US standards for this."
Ng said the pageant is a good platform to build self-esteem/confidence of young ladies and also help promote the culture of the Kadazan Dusun community. This blends in well with the booming tourism industry in Sabah, added Ng.
Also present at the event was Joanna Datuk Kitingan.