In , Armi Kuusela of Finland was crowned the first Miss Universe, which made her officially the most beautiful girl in the world. This was good news for Finland, and good news too for the producer Veikko Itkonen, who was heroically trying to revive the Finnish film industry after the Second World War. Eija Isohonka is a rich girl whose father is trying to marry her to a middle-aged American businessman, Jack Coleman Tauno Palo. But Eija is not quite so cruel: she takes Armi in hand and beautifies her, then gets permission for them both to go to Helsinki for a week to meet Jack. Jack and Armi meet and fall in love, but the newspapers get hold of the story, and the publicity gives Jack cold feet.