INCHEON — South Korean direct selling companies are building global networks on home soil and laying the groundwork for overseas expansion.
The 2026 WFDSA (World Federation of Direct Selling Associations) World Congress, which brings together direct selling leaders from 55 countries, runs from the 19th through the 21st at the Inspire Entertainment Resort on Yeongjong Island. It is the first time the event, held every three years, has taken place in South Korea.
The congress is expected to mark a turning point for the domestic direct selling industry, offering firsthand exposure to strategies for navigating global regulations and to advanced overseas distribution models. Member companies of the Korea Direct Selling Industry Association — including Amorepacific, LG H&H and Herbalife Korea — will gather with about 600 global chief executives to explore opportunities to expand overseas distribution channels for homegrown brands in K-beauty and health functional foods.
Korean companies will share innovations such as sales solutions that incorporate digital transformation and generative artificial intelligence, and will have opportunities to build one-on-one partnerships with overseas buyers.
Incheon's MICE and local tourism sectors are also expected to see tangible benefits. During the event, the roughly 600 participants will spend money directly in the local economy through water taxis at Songdo Central Park, yachting at Wangsan Marina, walking tours of the Open Port district and cooking classes.
On the evening of the 20th, a large-scale sunset dinner will be held at Sangsang Platform, a cultural complex in the city's old downtown, showcasing the cultural value of the area and boosting revenue for local service businesses in catering and event management.