Amway China has staged one of the largest incentive programmes ever hosted in Bangkok, bringing more than 12,000 delegates to the Thai capital for a 23-day, multi-wave leadership programme.
Delivered between 4 March and 13 April 2026, the event saw Amway Business Owners from Mainland China arrive in 10 waves, with events taking place every second day across the city, requiring highly complex programming, technical changeovers and multi-venue coordination across the city.
Credit: Encore Event Technologies
The event marked the third time an Amway China incentive has been hosted in Bangkok, reinforcing its appeal as a destination capable of hosting high-volume, high-impact MICE programmes.
Behind the scenes, Encore Event Technologies was responsible for the full creative, production and event technology delivery, building on a long-standing partnership with Amway that spans nine incentive events over more than three decades.
The concept
At the heart of the programme was a desire to combine recognition, business content and immersive destination experiences into a single, cohesive journey.
Business sessions and gala dinners formed the backbone of each wave, but the experience extended far beyond the main venue. Delegates were given a curated introduction to Bangkok, blending cultural discovery with premium hospitality and large-scale celebration.
Creative direction was shaped around the theme “ONEderland”, reflecting both personal achievement and the transformation of Bangkok itself — from heritage-rich destination to modern global city.
Credit: Encore Event Technologies
ICONSIAM’s ICON Hall served as the central hub for the programme, supported by a network of luxury hotels including Mandarin Oriental Bangkok, Four Seasons Hotel Bangkok at Chao Phraya River, The Peninsula Bangkok and Shangri-La Bangkok, alongside river transfers and city-wide activations designed to create a seamless delegate journey.
Wen Wen, special events director at Amway China, said the event was designed to balance inspiration with cultural immersion: “We wanted to create something that felt both meaningful and memorable for our business owners — combining business content with a modern take on Thai culture and hospitality.”
Production at scale
Delivering consistency across 10 waves while maintaining a premium experience required a production approach that was both highly standardised and flexible.
Inside ICON Hall, Encore created a large-scale, immersive environment using more than 620 square metres of LED, including curved and transparent screens, alongside motion-tracking video, holographic effects and kinetic lighting installations. The space was designed to transition rapidly between business sessions and gala dinners, supported by extensive scenic build and stage automation.
The technical installation was equally ambitious, incorporating around 40 tonnes of audio, lighting and rigging equipment, 177 rigging points and over 800 metres of truss. A four-day, 24-hour build brought the show to life, with up to 460 crew on site during peak installation and around 120 supporting each show day.
Credit: Encore Event Technologies
Reflecting on the scale of the project, Scott Nodsle, managing director international at Encore Event Technologies, said: “This was one of the most ambitious incentive programmes we have delivered, both in scale and technical complexity. With multiple venues and continuous changeovers, it required close collaboration across our regional teams and local partners.”
A city-wide operation
With 10 waves arriving over 23 days, the event required continuous changeovers, tightly managed logistics and coordination across multiple venues and suppliers. Equipment alone filled around 50 semi-trailers, including international freight containers, while a network of partners supported delivery across staging, technical production and creative execution.
Beyond the formal programme, delegates engaged with Bangkok’s retail, dining and cultural offer, from large-scale performances to Muay Thai demonstrations and live entertainment tailored to Chinese audiences. The result was an experience that extended well beyond the venue, positioning the city itself as part of the event narrative.
Credit: Encore Event Technologies
The programme delivered a significant boost to Bangkok’s visitor economy, supporting hotels, transport providers, venues and local suppliers over an extended period.
Amway’s Wen Wen said the event “underscores the great importance our company places on recognising excellence, fostering team spirit, and providing world-class platforms for our community to connect, learn and celebrate together.”