Lim Boon Hong, CEO of Singapore-based Riway, established a multilevel marketing operation in 2008, expanding its reach across Asia to Malaysia, Indonesia, Thailand, Myanmar, the Philippines, Taiwan, and Japan. His corporate biography mentions "keen business acumen" and "excellent management abilities," but omits his prior experience as an affiliate for Nu Skin, another prominent MLM company.
Riway's primary product, Purtier Placenta, is a deer placenta supplement sourced from New Zealand. It comes in capsule form. The company markets this supplement with a range of generalized superlatives, calling it a "perfectly bespoke masterpiece" and an "innovative breakthrough in evolution" that supposedly exceeds medical science. Yet, the official Riway website provides no specific scientific data or clinical studies to substantiate these claims. Visitors seeking details find promotional YouTube videos that rely on marketing clichés rather than verifiable information.
Each Purtier Placenta capsule reportedly contains 10,000 mg of deer placenta along with nine other ingredients. Riway labels this product the "Rolls-Royce of health supplements," a high-end branding that aligns with its significant cost. Consumers generally receive this limited information before committing to purchases within the network. Riway also offers a second product line called Conscientious, though public details regarding its composition or intended effects are similarly scarce.
Before founding Riway, Hong and his associates, including Claudia Ong, operated through a series of similar ventures. They moved between companies such as Nuksin, Enyouth, DW Group, and Asayo, consistently selling health products based on pseudoscience, including biomagnetic mattresses and bed pads. These prior operations shared a common pattern: young recruits and their families were drawn in by promises of rapid wealth, faced pressure to buy substantial inventory, and were obligated to recruit new members from their personal networks. This cycle often turned friends and relatives into sales targets.
Hong's corporate biography, which emphasizes leadership and the opportunity for an "extraordinary life of freedom," mirrors the aspirational language common in MLM recruitment. The document omits any mention of his previous business ventures, creating a narrative of unblemished success that contrasts sharply with his documented history in the industry. This lack of transparency about past operations is a consistent feature of such schemes.
The underlying structure of Riway's operation remains consistent with Hong's earlier models. New recruits constitute the primary market for products. Their immediate family and social circles become the next targets for expansion. The products themselves, like the expensive Purtier Placenta capsules with their unsubstantiated marketing claims, become secondary to the core activities of recruitment and the mandatory purchase of inventory.
For many participants, the financial incentive hinges on enrolling others into the scheme, rather than on the intrinsic demand or proven efficacy of deer placenta supplements. The high price point of Purtier Placenta suggests it acts as a significant barrier to entry, ensuring commitment from those who join. This systematic approach, honed across four previous ventures, now operates at scale throughout Riway's eight Asian markets.