World Federation of Direct Selling Associations (WFDSA) Chair Dora Hoan plans to prioritize consumer protection and responsible artificial intelligence (AI) use, becoming the first Asia-Pacific leader to hold the role, The Straits Times reported.
Hoan was elected at WFDSA’s 18th world congress in Incheon, South Korea, held Oct. 19-21. No one from Asia-Pacific had held the chair before in the federation’s 48-year history, the newspaper reported.
Hoan co-founded Best World International with Doreen Tan in 1990 and is the company’s co-chairman and global CEO. The Singapore-based company’s product lines cover skincare, personal care, health and wellness. It operates in 27 markets, The Straits Times reported.
Hoan’s priorities span the industry’s public relationships and internal conduct. She wants to deepen engagement with governments and regulators and strengthen expectations for ethics, governance, compliance and consumer protection, according to the report. She also wants stronger coordination across WFDSA, national associations, member firms and other groups, while supporting responsible use of AI and digital technologies. The report said she sees building consumer trust as part of that work.
Her appointment comes as direct sellers respond to changing consumer expectations and wider AI adoption, The Straits Times reported. At the congress, Hoan said the industry should use new technology while maintaining the human relationships associated with its business model.
Women’s entrepreneurship and economic participation are also priorities. Hoan said women 44 and younger account for 69% of Best World Lifestyle’s distributors. She pointed to direct selling as a potential source of financial independence and flexible work for women, the newspaper reported. “We are not in a hurry to become bigger. What matters to us is becoming better,” Hoan said.
