In his keynote titled Put Customers at the Center to Embrace the Future, Sammy Lee, the fourth-generation Executive Chairman of the Lee Kum Kee Group, detailed the responsibility that leaders have to redefine the approach to direct selling in a way that prioritizes customer expectations. 

“Let us become the ambassadors of trust, the KOS for customers, and advocators for the preservation of Chinese health regimen,” Lee said. “Through every word we say and every action we take, let us build trust with our customers. I believe that as long as we are united in thoughts and actions, we will achieve our grand corporate vision and become the most trusted company for centuries to come.” 

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