Direct Selling in Hong Kong

Direct selling was first developed in the United States after the Second World War and the idea came to Hong Kong in the seventies. According to the Global Direct Selling Statistics 2015 of the World Federation of Direct Selling Associations, direct selling companies operate in more than 60 countries with over 132 million of distributors working in the industry and generated a total global sales amount of US$183.7 billion.

The Direct Selling Association of Hong Kong

Established in 1979, the Direct Selling Association of Hong Kong Limited (HKDSA) is a trade association of person-to-person marketing companies in Hong Kong. HKDSA is a member of the World Federation of Direct Selling Associations. One of the main objectives of establishing the Hong Kong Direct Selling Association is to provide a feasible and self-disciplined consumer protection scheme through raising the business ethics of direct selling companies so as to protect the interest of the general public.

Amway Hong Kong is a member of HKDSA. According the WFDSA data of 2012, there are over 301,000 active Distributors under HKDSA (website: and the sales amount generated is around HK$4.13 billion. Angela Keung, now Vice President, Sales of Greater China of Amway, was elected President of HKDSA from 2002 to 2008. Louisa Chan, General Manager of Amway Hong Kong, has been elected as President of HKDSA from 2012 to 2016.