To maximize support for domestic enterprises with export potential, five of Vietnam’s largest wood industry associations — Viforest, HAWA, BIFA, DOWA, and FPA Binh Dinh — will jointly organize the Vietnam International Furniture Export Fair (HawaExpo 2025) in Ho Chi Minh City, from March 5–7, 2025.
Showcasing Vietnam’s Furniture Export Strength
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According to the organizers, HawaExpo is a specialized exhibition platform designed to highlight the competitiveness of Vietnam’s wood and furniture industry in the eyes of international buyers.
More than 80% of participating exhibitors are carefully selected companies that meet strict criteria:
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Having manufacturing facilities in Vietnam.
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Export capability and capacity to meet diverse global market demands.
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Long-term sustainability and green production strategies.
Additionally, the exhibition features creative and design-oriented companies that have made significant contributions to product innovation and market development.
Driving Export Growth and Connectivity
HawaExpo 2025 not only offers a comprehensive overview of Vietnam’s wood and furniture export potential but also serves as a dynamic trade bridge, connecting suppliers and buyers effectively — helping the industry move closer to its US$18 billion export target.
Challenges and Adaptation
Although export prospects for 2025 remain promising, the fluctuating trade policies in key markets such as the U.S. and the EU continue to pose challenges.
Many Vietnamese wood and furniture businesses have proactively transformed production models and sought new buyers and markets early in the year to stay competitive.
Sustainability also remains a key challenge as the industry must now meet stricter environmental and traceability standards.
“Businesses must sell what customers need — not just what they have,” said Nguyen Van Thu, General Director of Thanh Tam Interior Wood Processing JSC (Binh Dinh).
He emphasized that building a Vietnamese furniture brand requires a focus on quality, functionality, and cultural uniqueness.
On the commercial side, companies are maintaining close connections with existing clients while actively promoting their brands to reach new potential buyers.
Industry Resilience and Market Adjustments
In 2024, the wood and furniture industry achieved significant success, yet not all companies benefited equally. For instance, Forexco Quang Nam saw its export revenue drop by nearly one-third compared to the previous year.
Deputy General Director Dang Cong Quang explained that most of their customers were based in the EU and the U.S., where economic slowdowns, inflation, and high interest rates weakened purchasing power and reduced stockpiling capacity.
In Japan, outdoor furniture demand remains limited due to space constraints in urban areas. To adapt, Forexco has optimized costs to stay competitive, accepted lower profit margins to sustain operations, and retained workers during market fluctuations.