The 18th WFDSA World Congress on Direct Selling, hereinafter referred to as the WFDSA 2026, will take place from October 19 to 21 at the Inspire Entertainment Resort in Incheon.
Held every three years, the WFDSA Congress serves as a platform for global direct selling companies, national associations, and policymakers to discuss the industry's future. This year marks the first time the event will be held in Northeast Asia. With the theme 'Direct Selling: Powering Human Transformation,' the congress aims to explore the industry's developmental direction amid technological and consumer culture changes, highlighting the value and possibilities of human-centered business.
Keynote speeches will be delivered by former Prime Minister Jeong Yoon-chan and Eliza Reid, former First Lady of Iceland, on October 20 and 21. Roger Barnett, President of the World Federation of Direct Selling Associations (WFDSA), along with other prominent figures in the global direct selling industry, will share their insights on industry changes and growth strategies.
Significant sessions will cover topics such as AI and digital transformation, new consumer cultures centered around Generation Z and Millennials, and public-private cooperation for consumer protection. The current status and prospects of the direct selling market in the Asia Pacific, along with trends from key markets like China and Malaysia, will also be discussed. Participants will engage in panel discussions and roundtables to share their experiences and insights, aiming to seek sustainable growth directions for the direct selling industry.
A variety of networking programs are set to facilitate interactions among participants. On the first day, October 19, a premium city tour of Incheon’s major attractions and a welcome reception will be held. A sunset dinner will take place at Incheon Sang Sang Platform on October 20, concluding with a gala dinner featuring award ceremonies on October 21. Following the congress, a fam tour to Busan and Gyeongju will be available for registered participants.
During the event, performances by artists such as K-Tigers, Harmonize, and So Hyang will entertain attendees, including Taekwondo demonstrations and traditional Korean music, adding vibrancy to the exchanges among international participants.
Furthermore, exhibition booths from various companies and institutions will be set up, including a K-Content experience center. Eighteen companies and institutions will act as sponsors, showcasing products and services spanning across beauty, finance, tourism, and conventions. The K-Content experience center will allow visitors to engage with various aspects of Korean culture, including K-beauty and K-food.
This congress is expected to address key issues facing the global direct selling industry while enhancing international cooperation, simultaneously highlighting Korea's diverse K-Culture and outstanding infrastructure to a global audience.
