Vietnam has emerged as a focal point in Amway’s Southeast Asian roadmap with the opening of its most advanced central warehouse in the region. Luke Nieuwenhuis, Amway’s Chief Sales Officer and Regional President for Southeast Asia and India, says the project is doing more than strengthening supply chains: it is accelerating digital transformation, nurturing community connections and elevating consumer experience, laying the foundation for sustainable growth in one of the company’s most dynamic markets.
The Saigon Times: You have taken on several global strategic roles before becoming Chief Sales Officer and Regional President for Southeast Asia and India. What has inspired your long-term commitment to Amway, a company that emphasises proactive, healthy living?
Luke Nieuwenhuis: Throughout my journey at Amway, I’ve had the opportunity to work across global planning, regional operations, business development and market leadership. What has kept me grounded in every role is Amway’s long-standing belief in proactive health and healthy longevity — a philosophy the company has upheld for more than six decades. Amway doesn’t simply offer products; it creates opportunities for people to improve their wellbeing, enhance their quality of life and grow as individuals.
What truly inspires me is seeing how our products help people take control of their health and become what we call “products of the product”. I believe Amway’s strength lies in trust — trust in people, trust in their ability to grow, and trust that by helping others live healthier, longer, and better, we help create a better world.
With your global perspective, how would you define “healthy living” in a world where wellbeing is no longer just a personal goal but a broader social responsibility?
For me, proactive and holistic health is more than physical strength or good nutrition. It’s a balance of body, mind and spirit — the ability to care for oneself, connect meaningfully with others and find purpose in daily life. Today, the concept of “healthspan” has moved beyond the individual. It has become a collective responsibility, one in which business, government and communities work together to build environments that support physical and emotional wellbeing. I see wellbeing not as a destination but as a journey, where each healthy habit contributes to a fuller, more meaningful life — for ourselves and for the generations that follow.
How do you maintain your own health and balance amid the pace of global work?
Mentally, I focus on staying positive and concentrating on opportunities rather than challenges. Physically, I train six days a week — running, cycling, weight training and water sports — and I try to maintain solid sleep routines despite moving across time zones. My diet prioritises protein and vegetables while limiting carbohydrates, all balanced with an active lifestyle. And above all, my community and family — my wife, four children, parents and extended relatives — form the emotional bedrock that keeps me centered.
From your perspective, what enables Amway to turn its “Health & Wellbeing” vision into everyday action for consumers and distributors?
Amway’s vision goes beyond delivering quality products. It’s about inspiring people to make intentional lifestyle changes. To bring this vision into reality, we focus on three pillars:
- Holistic products and solutions: We continually innovate, guided by nutritional science and advanced technology, to offer comprehensive health solutions — for both body and mind.
- Education and personalised guidance: Through programmes like BodyKey Mentor and Nutrilite Academy, we provide training and health coaching, helping consumers and distributors deepen their knowledge and confidently apply it in daily life.
- Technology and community connection: Amway’s digital transformation — from AI-driven product recommendations to enhanced customer experience tools — complements, rather than replaces, the personal relationships that define our business.
How do you assess the role of Southeast Asia, particularly Vietnam, in Amway’s global growth strategy?
Southeast Asia is a strategic pillar for Amway globally — a region full of energy, creativity and entrepreneurial spirit, values that resonate deeply with our own. With its young population, rapid urbanisation and growing focus on health-conscious lifestyles, the region is essential to realising our Health & Wellbeing vision. Vietnam, especially, stands out. Consumers here care not only about physical health but also emotional wellbeing, balance and quality of life — perfectly aligned with Amway’s direction. The Amway Vietnam team, from employees to distributors, embodies a youthful, connected and creative spirit, continually bringing wellbeing values closer to communities. This combination of people, market energy and shared vision has made Vietnam a key highlight in our Southeast Asia and India strategy.
Vietnam has just inaugurated the Amway Central Warehouse — its largest facility to date. What does this project represent for Amway’s regional and global strategies?
The launch of the Central Warehouse marks a strategic milestone in Amway’s long-term development path in Southeast Asia and India. This modern facility does more than optimize supply chains — it enhances customer experience, enables flexible response to rising demand and strengthens our ability to connect seamlessly with neighbouring markets such as Malaysia, Indonesia and Singapore.
On a strategic level, it signals Amway’s long-term commitment to Vietnam — a fast-growing and highly promising market. For Amway, the philosophy of “proactive healthy living” is not just a business mindset but a long-term vision embedded in every part of our operations. The warehouse reflects this from the inside out: transparent supply chains, international storage standards, environmentally responsible operations and a system that reinforces trust at every touchpoint.
How do you view Vietnam’s growth potential following this milestone, as Amway expands its operational capabilities and distribution network?
Putting the new Central Warehouse into operation reflects our firm confidence in Vietnam’s long-term prospects. This is a young, dynamic and quickly expanding market where consumers are increasingly focused on health, beauty and quality of life — exactly the direction Amway has committed to.
Alongside modern infrastructure, we are expanding our distribution system, accelerating digital transformation and improving customer experience to meet rising expectations. Vietnam is being positioned not only as a strategic operational hub but also as a model for sustainable development in Southeast Asia. With continued investment, Amway hopes to accompany Vietnamese consumers on their journey toward a healthier, happier and more energised community.
