Vietnam’s wood and furniture industry is entering a new phase of development. The goal is no longer just manufacturing for global brands, but owning design, technology, and value creation.
At the opening of HawaExpo 2026 in Ho Chi Minh City, Chairman of the Ho Chi Minh City People’s Committee Nguyen Van Duoc emphasized that Vietnam’s furniture sector must move beyond “Made in Vietnam” toward “Made by Vietnam.” This means Vietnamese companies should increasingly take control of design, innovation, and advanced production capabilities, rather than remaining purely contract manufacturers.
A Key Industry Driving Export Growth
The message comes at a time when the wood industry continues to play a major role in Vietnam’s economy.
In 2025, Ho Chi Minh City alone contributed USD 92.7 billion in total exports, with the wood industry accounting for roughly 10% of that value. This highlights the sector’s importance not only for manufacturing but also for job creation, investment attraction, and global trade.
The strong development of the Handicraft and Wood Industry Association of Ho Chi Minh City (HAWA)—which surpassed 1,000 member companies by the end of 2025—also reflects the growing strength of Vietnam’s furniture ecosystem.
Five Strategic Directions for the Industry
City leaders called on the wood industry to focus on several strategic priorities:
1. Green Transformation
Vietnamese companies must accelerate the transition toward sustainable production to meet strict regulations from markets such as the EU and the United States, particularly regarding deforestation-free supply chains and traceability. The industry aims for 80% of products to meet green standards, turning regulatory pressure into a competitive advantage.
2. From Manufacturing to Creation
Moving from “Made in Vietnam” to “Made by Vietnam” requires companies to invest in design capabilities, proprietary product development, and technology adoption, allowing them to capture higher value in the global supply chain.
3. Digital Transformation
HAWA is expected to play the role of an industry “conductor,” helping companies adopt digital systems for supply chain transparency, traceability, and risk management, particularly in response to international trade defense measures.
4. Market Diversification
While traditional markets such as the United States, Japan, and the EU remain essential, the industry is encouraged to expand into emerging markets including the Middle East, South Asia, and Latin America to reduce dependency on a few major destinations.
5. Sustainable Growth Targets
The wood industry has set a clear ambition: contribute to double-digit economic growth for Ho Chi Minh City in 2026, while ensuring long-term sustainable development.
HawaExpo: A Global Meeting Point for Vietnamese Furniture
According to organizers, more than 3,000 visitors attended the first morning of HawaExpo 2026, confirming its role as a strategic meeting point for global buyers during Asia’s furniture trade fair season.
With over 2,500 booths, the exhibition serves both as a global trade platform and a branding stage for Vietnamese furniture.
Nearly 90% of the products on display are manufactured in Vietnam, including:
- 79% home furniture
- 12% materials and components
- 2% project furniture
- 2% decorative accessories and handicrafts
The exhibition runs until March 7 at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City.
A New Chapter for Vietnam’s Furniture Industry
The shift from “Made in Vietnam” to “Made by Vietnam” reflects a broader transformation taking place across the industry. Vietnam is no longer simply a cost-competitive manufacturing hub; it is steadily evolving into a center for design, innovation, and high-value furniture production.
As sustainability requirements tighten and global supply chains evolve, the companies that invest in design ownership, technology, and green manufacturing will define the next stage of Vietnam’s success in the global furniture market.
Learn more about Misamex’s news in Vietnam:
m. (+84) 902 944 134 | e. xnyder@misamex.vn | w. https://misamex.vn/
#misamex #sofa #sofabed #sofadesign #customsofas #handcraftedfurniture #livingroomdecor #interiorinspo #sofasale #solidwoodfurniture
