Vietnam furniture holds global spotlight at HawaExpo 2026
POST-SHOW RELEASE, March 2026
Despite geopolitical tensions disrupting international travel and the usual flow of buyers to Asia’s annual furniture fair circuit, Vietnam’s furniture industry still managed to capture global attention at HawaExpo 2026, reaffirming the country’s growing role in the global supply chain and hinting at new directions for the market ahead.
Held from March 4–7 at SECC in Ho Chi Minh City, the fair once again served as a gateway to Vietnam’s furniture prowess, gathering 450 of exhibitors, nearly 87% of them Vietnamese with 2.500 booths, still attracted thousands of international buyers seeking sustainable alternatives and diversification in a volatile global environment.
Vietnam remains firmly on the radar of international sourcing teams
According to participating companies, although total visitor traffic showed some decline compared to previous years, the quality and diversity of buyers remained strong, with many exhibitors meeting new markets and potential partners.
Representatives from Wood Concept, attending HawaExpo for the second time, noted a noticeable rise in visitors from the U.S. East Coast, Northern Europe, the Caribbean and Bulgaria. Similar observations were shared by Tan Thanh Furniture, whose representatives described the event as delivering “quite positive trading results” despite the challenging context. This exhibitor and USofa also reported welcoming new buyers from Korea, Japan and the United Arab Emirates.
Korea and Japan, already among the top ten export markets for Vietnamese furniture, continue to demonstrate steady growth, reflecting stronger trade links and sustained demand for Vietnamese-made products. Meanwhile, India emerged as one of the most rising visitors at the fair. A group of delegation from FICCI (Federation of Indian Chambers of Commerce & Industry) attended HawaExpo to conduct market research, also sign cooperation memorandums with HAWA, Vietnam’s largest and most influential furniture association. These signals highlight the enduring trust international partners place in Vietnam, especially as global buyers increasingly diversify sourcing to reduce geopolitical as well as tariff-related risks.
Compared with other manufacturing options in Asia, Vietnam is often perceived as offering greater predictability in trade conditions due to their diplomatic strategy. HawaExpo 2026 itself reinforced this positioning. More than 87% of exhibitors were manufacturers operating in Vietnam, creating a highly concentrated “Made-in-Vietnam” sourcing ecosystem that reduces supply chain risks while strengthening the country’s role in the global furniture market.
According to the organizers, the event welcomed 16,449 visitors, including 3,284 international buyers from 83 countries and territories, highlighting the fair’s effectiveness in fostering business connections and facilitating trade opportunities. The trend also aligns with strategic goals set by Ho Chi Minh City authorities for 2026, encouraging the wood and furniture sector to expand into emerging regions such as the Middle East, South Asia and Latin America, reducing reliance on traditional markets in the United States and Europe amid global uncertainty.
A shift toward design, branding and sustainability
Beyond market expansion, industry observers noted another striking feature of HawaExpo 2026: a significant improvement in design and brand presentation. Across the exhibition halls, companies invested more heavily in professionally designed displays, signalling a mindset shift from basic product showcasing to strategic brand storytelling, experiential marketing.
International observers echoed these positive assessments. Many exhibitors unveiled new collections with upgraded materials, reflecting the global shift toward green standards. Natural colour palettes and environmentally conscious materials were prominent across indoor, outdoor furniture designs.
Mr. Alenjadro – Buyer from Mexico, said “I am very impressed with the products showcased at the fair—many designs are beautiful, creative, and of excellent quality. With the objective of identifying new supply partners, I find HawaExpo to be a very suitable destination, as it brings together numerous Vietnamese manufacturers and high-quality products in one place.”
Vietnam’s traditional craftsmanship also stood out. At the booth of Forexco Quang Nam, a relaxation chair featuring an intricate cross-weaving technique attracted significant attention from buyers from Europe, the United States and the UAE.
According to Mr. Dang Cong Quang, Deputy General Director of the company, the weaving technique was developed by the firm’s design team and executed by an experienced artisan in her sixties. The craftwork is produced by rural weaving groups cooperating with the company, demonstrating how Vietnam’s furniture sector continues to integrate traditional craftsmanship with contemporary design.
Similarly, in Nghia Son Furniture booth, their new fine dining and table set collections combining innovative rope-wrapping patterns with wood also generated strong interest. Representatives from Nghia Sơn Furniture reported that despite the overall decline in visitor numbers due to geopolitical tensions, business opportunities increased by roughly 25% compared with the previous year, with several potential deals currently under negotiation.
Innovation in materials and product experience
Sustainability was also visible beyond wood products. Companies such as Greenstone showcased furniture made from high-quality concrete and recycled materials, designed to meet EU export standards. According to the company’s sales director Ocean Nguyen, the material allows the creation of innovative, durable, elegant pieces ranging from dining tables and coffee tables to benches, stools in various colours and styles.
Meanwhile, upholstery manufacturers like USofa introduced technology-integrated furniture designed for modern lifestyles, including reclining sofas, power sliding sofas, storage consoles with wireless charging, reflecting the industry’s growing intersection with smart living and digital lifestyles.
Another highlight of HawaExpo 2026 was the strengthening of regional design collaboration. Mrs. Dhanakorn Kasetrsuwan, President of the Thailand Interior Designers’s Association, added good comments about the exhibition for its improvements in both organization and design quality. The event also marked the handover of the presidency of the AFIC – The ASEAN Furniture Industries Council to Vietnam’s HAWA from Thailand, paving the way for Vietnam’s rising influence in shaping regional designs.
Industry leaders emphasized that closer cooperation among Southeast Asian associations will help position the region more strongly on the global design map, promoting furniture that blends modern aesthetics with distinctive Southeast Asian identity.
Mark your Calendar
HawaExpo 2027
March 3-6
SECC – Ho Chi Minh City
HawaExpo 2026 reinforced Vietnam’s status as one of the most dynamic furniture sourcing hubs in Asia. The fair demonstrated both the resilience of Vietnam’s export-oriented furniture sector, and its ongoing transformation, from cost-competitive manufacturing toward design-driven sustainability. Building on this momentum, HawaExpo 2027 is expected to expand its international outreach and deepen connections with emerging markets across South Asia, the Middle East and Latin America, while continuing to highlight Vietnam’s strengths in the nowness, ensuring worthy networking could be found, without any doubt.
For more information: https://www.hawaexpo.com
