Traditionally, the Rose Festival begins with the selection of the Rose Queen. The holding of a competition-spectacle has been the most awaited event of the people of Kazanlak for 55 years. The most beautiful and charming Kazanlak high school graduates are the contenders for the crown. The choice is always for the most worthy girl, who also becomes the emblem of the town. With its attractiveness and emotion, the competition also enjoys enormous international journalistic interest. The guests and residents of Kazanlak are sincerely excited and look forward to this triumph of youth and beauty, showing the permanence of tradition. In a lavish ceremony before residents and guests of the town from all corners of the planet, the Rose Queen is crowned in Seuthopolis Square. From that moment until next year, she would be Kazanlak's ambassador around the world.