Furniture Manufacturers in Vietnam: Spotlight on HawaExpo

The Vietnamese furniture manufacturing sector, integral to the country’s economic fabric, encountered formidable challenges in early 2023. However, its response to adversity and strategic foresight in regaining momentum are central themes that will be showcased at the upcoming HawaExpo 2024.

Overcoming Early Challenges in 2023

Mr. Nguyen Quoc Khanh, Chairman of HAWA, provided a sobering overview of early 2023. “The furniture and timber sectors faced an unexpected downturn, with exports plummeting to 6.5 billion USD, a significant 28.8% decrease compared to last year,” he noted. This sharp decline was a reaction to global market fluctuations, which led to decreased production capacity and labor reductions in many Vietnamese factories. These developments forced the industry to reevaluate and restructure its strategies to withstand the unforeseen economic turbulence.

Strategic Adaptations and Market Recovery

Despite the initial setbacks that marked the first half of 2023, the Vietnamese furniture industry began showing signs of recovery by July. HAWA’s survey indicated a 30% decrease in orders in the first six months; however, there was a noticeable rebound in demand as the year progressed, aligning with the global end-of-year shopping season. This resurgence was not accidental but a result of Vietnamese manufacturers’ agility in adapting to changing market conditions. They reorganized production lines, optimized operational costs, and, most importantly, turned their focus to exploring new markets and customer segments, demonstrating their resilience and adaptability in the face of global economic shifts.

Economic Insights and Growth Forecast

The experts share about the positive signals in the global wood and furniture market. Photo: N.H.
The experts share about the positive signals in the global wood and furniture market. Photo: N.H.

Pham Phu Ngoc Trai, a renowned economic expert, highlighted the resilience and growth potential of the sector. “The temporary decrease in orders is a mere ripple in the larger growth narrative of Vietnam’s furniture sector. Considering the compound annual growth rate of the global furniture industry and Vietnam’s consistent performance, the future looks promising,” he observed. Trai’s insight underscores the sector’s potential, with a notable growth rate of 15.4% per annum, significantly outpacing the global average and positioning Vietnam as a formidable player in the global furniture market .

Exploring New Markets

In a strategic pivot, major Vietnamese furniture brands have begun exploring lucrative opportunities in the Middle East, specifically targeting wealthy nations like Saudi Arabia and Dubai. This region, known for its expansive luxury real estate projects, offers a new frontier for Vietnamese furniture, aligning well with the country’s craftsmanship and design capabilities. This move is not just about diversifying the market base but also about positioning Vietnamese furniture in the higher segments of the global market, tapping into the demand for premium and bespoke furniture pieces.

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Preparing for HawaExpo 2024

Mr. Nguyen Quoc Khanh, Chairman of HAWA
Mr. Nguyen Quoc Khanh, Chairman of HAWA

Looking ahead, HawaExpo 2024, organized by Viforest Fair, is anticipated to be a watershed event for the industry. “This expo will serve as a springboard for the sector, showcasing our capacity to rebound and our ambition to be among the top global wood exporters,” Mr. Khanh emphasized. With the participation of 700 businesses and an expected audience of 30,000 visitors from 200 countries, the expo is not just a display of products but a demonstration of Vietnam’s resilience, innovation, and global market presence. It represents a collective effort of the government, associations, and businesses to reposition the Vietnamese furniture industry on the world stage.

HawaExpo 2024 - The Largest Nationally Endorsed Export Furniture Fair In Vietnam
HawaExpo 2024 – The Largest Nationally Endorsed Export Furniture Fair In Vietnam

As the Vietnamese furniture manufacturing sector navigates through these challenging times, its strategic responses, market expansion, and focus on innovation have set the stage for a strong comeback. HawaExpo 2024 is poised to be a pivotal event, showcasing the resilience and potential of Vietnamese furniture manufacturers and reinforcing their prominent position in the global marketplace.

This article includes information from the ‘Hải Quan Magazine‘, an official publication of the General Department of Customs. It is available at:

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HawaExpo 2024 – The Largest Furniture Fair in Vietnam


  • March 6 – 9, 2024; SECC – Saigon Exhibition and Convention Center, 799 Nguyen Van Linh, Tan Phu, District 7, Ho Chi Minh City, Vietnam
  • March 7 – 9, 2024; White Palace – Pham Van Dong, 588 Pham Van Dong, Hiep Binh Chanh, Thu Duc District, Ho Chi Minh City, Vietnam

Hotline: +84 987 980 859 | [email protected]
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