Could you kindly share your journey with Amway and what inspired you to join the company?

I joined Amway in 2004, and it’s been over 20 years now. Before joining, I had always heard about Amway but never had the chance to fully understand the company until I interviewed for a position. What intrigued me most at that time was the opportunity to work for a company with global potential. The person who hired me is now the CEO of Amway, and I was truly impressed by the people working here. For me, Amway is a company built on a strong foundation, with enduring core values and a clear purpose of helping people.

With your extensive experience in global markets, what factors have contributed to Amway’s success in Vietnam?

Over the past 20 years, I’ve worked across multiple markets, including Asia-Pacific, Europe, Latin America, and of course, the Americas. My roles have ranged from technology, corporate strategy, and supply chain to sales. In my current role, I directly oversee markets like Vietnam, Malaysia, Singapore, Indonesia, and India, supporting local leadership, such as the current director in Vietnam, to meet the unique needs of each market.

Vietnam is a rapidly growing market, driven by a youthful and dynamic population. This creates fertile ground for health, beauty products, and entrepreneurial opportunities. The combination of consumer demand and an entrepreneurial spirit has contributed to Amway’s success in Vietnam.

Could you share Amway’s development and expansion plans for Vietnam?

We always have long-term, medium-term, and short-term plans for each market. Amway has officially launched our Health and Wellbeing strategy and Morning Nutrition product solution, featuring protein, probiotics, and essential nutrients. We are proud to unveil the new eSpring Water Purifier, an upgraded version of the world’s best-selling home water treatment system (according to the Verify Markets Report, 2022), further enhancing our comprehensive product ecosystem designed to support every household.

In Vietnam, Amway takes pride in our professional team, which ensures product quality, service, and website performance. Especially, our strong relationship with the Vietnamese government, coupled with solid distribution partnerships, provides a solid foundation for our sustainable growth in this market. Moving forward, we are committed to strengthening and expanding this cooperation.

In recent years, sustainability and corporate social responsibility have become major concerns for consumers. What commitments and actions has Amway taken to promote sustainability in Vietnam and Southeast Asia?

Sustainability has always been a key element in Amway’s strategy since our inception. The company takes great pride in its social responsibility and pioneering efforts in setting sustainability standards.

Amway is committed to using resources responsibly and developing environmentally friendly products that meet consumer needs while contributing to global sustainable development. The company is also a pioneer in organic farming, owning farms that cultivate plants and botanicals that serve as key ingredients for our nutritional supplements.

In addition, Amway places a strong emphasis on charitable activities, from global social responsibility programs to local community support projects. In Vietnam, these programs have been highly effective. Sustainability is not just a goal for us; it is a mission, ambition, and a guiding principle embedded in all of Amway’s activities.

Furthermore, Amway Vietnam has announced a strategic partnership with the National Institute of Nutrition, marking a significant step in Amway’s global Health and Wellbeing strategy. In 2025, we will launch a community initiative in collaboration with the Ho Chi Minh Communist Youth Union to foster a greener and more sustainable future.

As an American company, how has Amway tailored its approach to the consumer market and needs in Asia, especially in terms of nutritional products?

Amway has conducted in-depth research on the Asian market from the very beginning, particularly regarding consumer demand for skincare, personal care, and nutritional supplements. After expanding into Malaysia, one of our long-standing markets, we continued to develop products that align with the needs of consumers in neighboring markets such as Korea, China, and Southeast Asia. Our products are always designed to meet the specific requirements of each country.

Southeast Asia is a region with a young population and a rapidly developing economy, with high demand for health and wellbeing products. Young consumers in the region tend to be ambitious and often look for business opportunities. However, the nutritional supplement market is complex, as each country has its own requirements for ingredients and dosages in products. Naturally, Amway continuously studies and develops products to meet the needs of consumers in each market.

For instance, our flagship product, Double X, is a nutritional supplement that has been adjusted in formulation to meet specific country standards. We are always ready to modify certain ingredients or dosages to comply with local regulations while ensuring the highest quality. This reflects our commitment to providing the best products for consumers in every market.

We will continue to seize opportunities in the Southeast Asian market to contribute to Amway’s global vision.

Amway’s slogan for Expo 2025 in Ho Chi Minh City is “Health Leads to Success.” Could you share the significance of this slogan and Amway’s mission in enhancing the health and quality of life for the people of Vietnam?

We believe that Amway’s impact is multidimensional. It’s not just about providing business opportunities, it’s also about helping personal development, and improving health and wellbeing. Our distributors gain confidence in their business and life by learning skills like public speaking, product demonstrations, and developing a positive mindset.

A key slogan we live by is “We before me,” meaning the success of each individual contributes to the collective success of the community. Success, for us, is not solely measured by revenue or retention rates but by the meaningful impact we make in people’s lives. Even if someone uses our products for a short time and doesn’t continue as a distributor, they still benefit from personal growth, and that’s a form of success in itself.

After the pandemic, people have shown a tendency to seek core values through a balance between mental and physical health. Could you share more about how consumer behavior shifted in this regard?

Post-pandemic, people worldwide, including in Vietnam, are increasingly concerned with balancing mental and physical health. The pandemic has heightened issues such as anxiety, depression, and loneliness, which have deeply affected health and social habits. Excessive smartphone and technology use is detrimental to health, posing a significant challenge.

While Amway cannot solve these issues alone, we aim to contribute to changing awareness and building a supportive community to achieve shared goals. Our company’s mission is to foster that kind of community, which is essential for overall health.

Vietnam’s direct selling industry, still in its early stages, faces significant challenges. What solutions is Amway implementing to maintain and enhance its competitive advantage in Vietnam?

I believe that the direct selling industry, of which Amway is a part, is essential to economic development, but it requires careful attention to ensure that the business stays true to its core values and original mission. Some companies have struggled to ensure their distributors remain aligned with the mission, negatively impacting the entire industry, including companies like Amway.

However, Amway has remained steadfast in its commitment to core values, such as personal worth, responsibility, integrity, and partnership, not only with distributors but also with the government. The company aims to be a model of ethical and effective business practices.

As the Regional President for Southeast Asia and India, what strategies will you focus on to help Amway continue to thrive, especially in the digital age with changing consumer habits?

I hold two main roles at Amway: Chief Sales Officer, where I collaborate with all Amway markets, and Regional President of Southeast Asia and India - markets I am familiar with and have worked closely with throughout my tenure.

I will answer this question from the perspective of the Chief Sales Officer. At Amway, we will continue to strengthen our digital presence by focusing on enhancing our e-commerce platforms, optimizing the entire digital experience, and leveraging AI-driven personalization and insights. Understanding shifting consumer habits and needs requires deep data insights, and we will continue to focus our efforts on leveraging these tools. We will also expand our focus on digital training, social selling tools, and content creation to help support our Amway Business Owners in building and growing their businesses.

A key point you’ve highlighted is Amway’s partnership with the Vietnamese government and the companuy’s mission in the country. What message would you like to convey to your partners in the Vietnamese market?

What I would like to emphasize is that Amway’s core values remain unchanged. These values are our foundation and have guided Amway for 65 years, serving as a promise to business owners and customers around the world. One of the values is partnership, built on trust, respect, and the recognition of the complementary skills necessary to achieve shared success.

This is the cornerstone of our enduring “legacy” and the key to our future. We are a people-driven company, and this is evident in everything we do. We are committed to helping individuals build a better life for themselves and others, whether through improving their health, offering business opportunities, or fostering personal development.

We deeply value our relationship with the Vietnamese government and look forward to continuing our partnership in fostering economic growth, supporting entrepreneurs, and serving communities across Vietnam.