The 18th WFDSA Direct Selling World Conference (hereafter WFDSA 2026) concluded successfully after three days from October 19 to 21 at the Inspire Entertainment Resort in Incheon. Marking its first occurrence in Northeast Asia, this event saw participation from over 350 attendees representing direct selling companies and associations from 35 countries, facilitating a platform for sharing industry issues and experiences.
The theme of the conference, 'Direct Selling: Powering Human Transformation,' centered around technological innovation and personal growth, discussing the future direction of the direct selling industry. Numerous sessions, including keynote speeches, a CEO panel, an influencer panel, and market spotlight discussions, highlighted critical insights.
The event officially commenced with opening remarks from Park Han-gil, President of the Korean Direct Selling Association (KDSA). Park emphasized the role of AI as a tool to assist individual sales representatives and provide personalized information to customers, underscoring that technology should enhance human potential and deepen trust between individuals. He explained that good quality and reasonable pricing build trust, which subsequently leads to recommendations and market formation.
Keynote speakers included former Prime Minister Jeong Woon-chan and Eliza Reid, former First Lady of Iceland. Jeong suggested trust, innovation, and co-prosperity as essential values for the future of the direct selling industry. Reid articulated that empowering women and expanding leadership opportunities could lead to advancements not just for individuals but for organizations and communities at large.
During the main sessions, including the CEO panel discussions, executives from global direct selling companies such as Amway, Atomy, and PM International shared perspectives on industry changes. They addressed critical agendas such as AI and digital transformation, the consumer culture of younger generations, and public-private collaborations for consumer protection.
The conference featured various networking programs, including a welcome reception, sunset dinner, and gala dinner. Exhibition booths operated over two days, showcasing products from leading direct selling companies and facilitating active consultations. Organizations like the Incheon Tourism Organization, Busan Tourism Corporation, and Gyeongju Hwa-bek Convention Bureau participated to promote local tourism resources. Notably, in the 'K-Culture Experience Zone,' Amorepacific and Atomy presented K-beauty products, alongside programs that allowed participants to engage with traditional Korean culture through activities such as making traditional knots and trying on hanbok.
During the conference, Dora Hoan, co-founder and global CEO of Best World International Ltd., was introduced as the new WFDSA president. Hoan has grown Best World, a multinational direct selling company established in 1990, into a major player across 27 global markets and also serves as the President of the Singapore Direct Selling Association.
The new WFDSA president expressed that she drew profound inspiration from the ideas shared and the strengthened bonds during the conference, stating, "We will hinge on the learnings gained from this conference and continue to build an industry that provides opportunities and drives life changes for people."
This conference, held for the first time in Incheon, Northeast Asia, outlined the path the direct selling industry should take amid the fast-changing landscape driven by AI. It also discussed frameworks for collaboration between direct selling firms, sales representatives, and local communities based on shared industry experiences and case studies.
