Best World International Ltd., a regional health and lifestyle product company specializing in direct selling of more than 100 products, has opened a regional center here.

Best World entered into the Hong Kong direct selling market in 2005, and the new facility, which will house administrative, sales support and training personnel, mark’s the company’s commitment to develop the city-state into a key market.

“Hong Kong has always been a consumer hub for Asians with strong buying power,” said Dora Hoan, group CEO for Singapore-based Best World. “Hong Kong’s attractive tax regime also makes it worthwhile for us to invest there.”

The Hong Kong facility will serve consumers in the nearby Chinese province of Guangdong and will also act as springboard for the company’s entry into the mainland Chinese market, Hoan said.

Best World’s expansion into Hong Kong signifies its first step out of Southeast Asia, where it had already established itself in Singapore, Malaysia, Thailand, Vietnam and Indonesia. With a clear expansion schedule, the company is targeting Taiwan, China, Japan Brunei, the Philippines and South Korea by 2010, Hoan said.

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