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Doug DeVos, Co-Chairman of the Board of Amway, visited Vietnam to mark the upcoming 70th global anniversary of the company and Amway’s 20th anniversary in the country, sharing his views on inheriting Amway’s 70-year legacy and how its values continue to inspire distributors—particularly in a fast-moving market like Vietnam.
DeVos, the second generation to carry forward the founders’ legacy, said he feels “honored and responsible” to continue promoting the work started by his father, Rich DeVos, and Jay Van Andel, who co-founded Amway in 1959.
He described Amway’s growth from a business that began “in a basement in 1959” into a global corporation operating in more than 100 countries and territories, delivering opportunities in proactive health care, beauty, and home products to millions worldwide.
DeVos emphasized that Amway’s value is not only its global scale, but also the foundational principles established by the co-founders. He said these are reflected in the “Founders’ Principles”: Freedom, Family, Hope, and Reward.
He said these principles function as a “compass” for strategic decisions and that Amway believes sustainable growth depends on helping people develop.
When Amway expanded globally, DeVos said the company reinforced its core values with four additional values—Collaboration, Integrity, Personal Value, and Responsibility—described as an “operating system” that helps maintain consistency of culture and operations across markets.
DeVos said this is his sixth visit to Vietnam and that the country stands out as one of the most entrepreneurial and optimistic markets he has observed. He described Vietnam as embodying a strong entrepreneurial spirit and optimism about the future, adding that he is “happy” to see results from people’s efforts and that many are “only at the beginning.”
He said Vietnam’s future is “dynamic and full of promise,” pointing to visible changes over time and emphasizing the direction ahead. DeVos also described Vietnam as a benchmark in the company’s regional strategy, citing the country’s young and dynamic economy and fast growth.
He said the principles of Freedom, Family, Hope, and Reward are expected to continue helping Vietnamese people build a better future.
DeVos said ABO distributors are the “true heirs” of the founders’ philosophy and sent a message to the ABO community in Vietnam as Amway approaches the 20th anniversary milestone (A20): “Keep living and spreading the core values.”
He added that distributors are not only building a business but also contributing to a healthier and better life for the community, stating that “the future belongs to those who dare to dream big and act with responsibility.”
DeVos said the 70-year global anniversary and the 20-year Vietnam milestone are not just numbers, but a continuation of a legacy across generations—from the founders’ families to leadership teams and millions of distributors worldwide.
He described the milestones as an opportunity to reflect on the journey, pay tribute to contributions, and move toward the future with the mission “Founded for Better.” He also said the company should not stop at celebration, using the milestones as a “stepping stone” to set bigger goals for the next 20 years.
He said Vietnam will continue to play an important role as Amway works with local communities to create more opportunities for people to build businesses and improve quality of life, adding that a legacy endures only if it continues to inspire and create positive impacts in people’s lives.
Alongside his wife Maria, DeVos is the founder of Continuum Ventures, his family’s investment company. The article also notes that in 2018, the U.S. Department of Commerce appointed him to the U.S.-India CEO Forum.
It further states that he served as President of the World Federation of Direct Selling Associations (2014–2017) and President of the U.S. Direct Selling Association (2003–2004). He has been inducted into the US Direct Selling Association Hall of Fame and received the Circle of Honor Award from the Direct Selling Education Foundation.
In addition to Amway, DeVos is described as Chairman of the Frederick Douglass Society and as leading the Ambassador Network of Stand Together, a group focused on helping people unleash their potential by addressing major societal challenges. He is also Chairman of the Executive Committee of the National Constitution Center in Philadelphia and participates actively in business and community organizations in Michigan.
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