According to the Vietnam Timber and Forest Products Association, the export turnover of timber and wood products in 2024 reached an impressive figure of $15.89 billion, despite global economic challenges. Vietnam is now a significant furniture supplier to major markets such as the US, EU, South Korea, and Japan.
However, the industry’s potential lies not only in exports. With a population of over 100 million and rapid urbanization, the domestic market is creating a substantial demand for living spaces that are convenient, aesthetically pleasing, and imbued with a unique character.
POTENTIAL AND CHALLENGES OF VIETNAM’S INDUSTRIAL TIMBER PRODUCTION
The development of real estate and premium services has increased the demand for high-quality furniture. However, the industry lacks a distinct design language and relies heavily on imported materials, resulting in high costs and low profits. Local human resources and materials are not optimally utilized. The value chain remains fragmented, with businesses following trends rather than shaping the market, while consumers are becoming increasingly discerning about quality and aesthetics.
Specifically, for the industrial wood sector, which plays a crucial role in the furniture industry, the potential remains significant, but so do the obstacles: domestic raw materials struggle to meet export standards, technology is limited, and there is a lack of design thinking that incorporates a unique cultural identity.
To truly go global, we must move beyond mere processing and price competition. The industry needs creative furniture brands that can narrate the story of Vietnamese culture through materials, design, and user experiences. This requires businesses to possess a visionary outlook, robust production capabilities, and the ability to connect internationally while leading the market.
CELEBRATING CULTURE – SHAPING THE DIRECTION OF VIETNAMESE FURNITURE
In the mandatory shift towards development for the entire furniture industry, including furniture materials, Gỗ Minh Long stands out as a brand that exemplifies a meticulous investment in research and product development (R&D). This strategic focus has enabled them to master production, shape design thinking, and drive market demand.
With a fashion-oriented approach to furniture and a deep exploration of cultural values, Gỗ Minh Long’s products are more than just materials—they serve as mediums to convey emotions and narrate the cultural and individual stories of living spaces.
Speaking of locality, Gỗ Minh Long has creatively crafted surface collections that embody the essence of Vietnam. A notable example is the V Số Son collection, which showcases designs ranging from deep browns to vibrant red-oranges, reminiscent of the familiar hues of Vietnamese wood in traditional architectural spaces.
The Kén collection is epic in its narrative, weaving cultural stories from around the world through distinctive fabric designs, including Vietnam’s very own Bấc, Cói, and Đũi fabrics. These products transcend mere finishing materials, becoming a contemporary aesthetic expression of ethnic identity.
One of Gỗ Minh Long’s most notable contributions to shaping trends is their co-publication of the Trend 26+ publication. This is the first such publication in Vietnam’s furniture industry, serving as a “roadmap” that compiles, analyzes, and forecasts architectural and furniture trends globally and domestically for the period between 2026 and 2030.
Trend 26+ not only informs architects and designers but also provides strategic consulting for real estate developers and furniture manufacturers.
Moreover, it represents a significant step forward in bringing the Vietnamese furniture industry closer to the practices of international brands: trends are no longer something we merely follow; instead, we shape them.
INTERNATIONAL CONNECTIONS, COLLABORATIONS, AND DEVELOPMENT – KEYS TO DEEPER INTEGRATION
For the Vietnamese furniture industry to truly go global, international collaboration and learning are essential. Connecting with experts, material conglomerates, and adopting new technologies enhance creativity, quality, and production efficiency. This spirit is evident in Trend 26+, where global trends are carefully curated and adapted to suit the Vietnamese context. For instance, the global trend of revitalizing handicrafts is localized by honoring and reinventing traditional materials and cultural heritage.
Participating in major international trade fairs, seeking strategic distribution partners in target markets, and proactively meeting global sustainability standards (FSC, PEFC, etc.) are necessary steps to build brand recognition and expand market reach.
Companies like Gỗ Minh Long, through their study of international trends, identification of Vietnam’s development direction, and provision of contextually appropriate material solutions, are building crucial bridges between the domestic and global markets.
By aligning product development with trend research and proactively collaborating to shape trends that embody Vietnamese identity, as demonstrated by Gỗ Minh Long, we can maximize our potential, confidently overcome challenges through innovation, and empower Vietnamese furniture enterprises to thrive in the global marketplace. This approach ensures not just efficient production but also the delivery of high-quality, unique, and culturally rich furniture pieces, solidifying a sustainable path for Vietnamese furniture on the world stage.
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