The numbers
All figures are WFDSA 2024 data from the WFDSA Statistical Database (listed there as Korea) unless noted.
| Measure | 2024 | Change |
|---|---|---|
| Retail sales | KRW 20.5 trillion ($15.07 billion in constant 2024 USD) | down 3.5% in won |
| Global rank | 4 | |
| Share of global sales | 9.2% | |
| 3-year compound annual change | -2.6% | |
| Independent representatives | 8.09 million | down 0.6% from 8.14 million |
| Women in the sales force | 78.8% |
Sales by product group (WFDSA, 2024, DSA member companies): household goods and durables 40.2%, wellness 21.4%, cosmetics and personal care 15.7%, books, toys and stationery 12.6%, food and beverages 6.7%, home care 1.4%, other products and services 1.1%, utilities 0.9%.
WFDSA coverage note: Sales and sales force cover the entire industry; product split and gender are DSA member companies only.
What the numbers say
Korea is the fourth largest market, per WFDSA, and one of the few where household goods and durables lead the mix, at about 40% of member sales. Wellness and cosmetics follow. WFDSA's Global Statistics page lists Korea among the markets with the biggest declines in 2024, and the three-year trend is down.
Still, the seller base is large: more than 8 million representatives, nearly flat year over year. The share of women, 78.8%, is above the global 72.1%.
Korea is getting attention from the industry in 2026. The 18th WFDSA World Congress runs October 19 to 21, 2026 in Incheon, the first time it is held in Northeast Asia, and Farmasi has said it plans to launch in Korea in 2027. Both are covered in the related notes below. For party-plan brands, the mix suggests that durable household products and beauty sell, and that localization and field training carry weight.
Association
The national association is the Korea Direct Selling Association (KDSA). Its site did not load in our last check, so we do not link it here yet.
Related on Party Plan Solutions
- 18th WFDSA World Congress heads to Incheon (first Northeast Asia hosting) 2026-09-07
- Farmasi plans official South Korea launch in 2027 2026-09-14
- WFDSA: global direct selling ~$163.9B in 2024 - flat, with nearly half of markets still growing 2026-09-04
Guides and tools: Party plan vs other models, In-person orders and the party plan resurgence
More: All markets | Industry news
Note on this data
Figures are as published by WFDSA for 2024 and may be restated in later releases. WFDSA converts local currency to constant 2024 US dollars, so dollar figures can differ from local reports. This page is general information about the market. It is not financial, legal, or business advice, and it does not describe what any person will earn. Starting or joining a direct selling business carries risk, and results vary.