Vietnam has become a leading global exporter of furniture products. The country’s value-added wood product industry is far outpacing the growth of the domestic wood supply. This, coupled with declining availability of traditional hardwoods and a growing preference for certified, sustainable wood, presents an emerging opportunity for BC softwood products.
FII began exploring opportunities for BC species in the Vietnam furniture manufacturing segment in 2017. Activities focused on identifying key players in the supply chain and providing small quantities of Canadian softwood species for manufacturers to try the products. Early-stage efforts indicated positive signs that BC species have the potential to capture good returns in furniture applications.
In 2022, operations were expanded, and a formal FII Vietnam office was established to advance promotional and outreach activities and build the demand for, and awareness of, Canadian wood products.
While social media and promotional campaigns have great reach, trade shows are highly effective at building relationships with prospective customers. They do so by showing the application of B.C. species to industry needs, providing immediate feedback, and generating qualified leads for follow-up discussions. Participating in major trade shows also boosts visibility and enhances brand recognition, as the events tend to attract industry leaders, news media, and other influencers.
FII Vietnam targets two major trade shows as part of its overall market development program. At the Vietnam International Furniture and Home Accessories Fair (VIFA 2025), FII Vietnam introduced a new display combining messaging on B.C.’s sustainable forests and B.C.’s unique mix of softwood species. The booth featured locally manufactured furniture from coastal hemlock and other B.C. species and a “colour wall” that showcased the exceptional finishing capabilities of western hemlock and Douglas-fir (a major factor in selecting a species for furniture making). The combination of a “hands on” samples and strong messaging proved effective—VIFA 2025 generated 43 qualified leads, a large response given Vietnam is still a pre-commercial market for B.C. wood.
Solid results were also achieved at the Ho Chi Minh Export Furniture Fair (HAWA 2025). As a trade show focused on furniture exports, the FII booth emphasized the diversity of B.C. species for the manufacturing sector. Furniture designed by four prominent local manufacturers crafted from western hemlock and Douglas-fir was featured, along with samples of B.C. coastal species. The manufacturers trialed the wood products leading up to the show and made the furniture based on their own designs. Working with the FII Vietnam team at the show allowed for more collaboration onsite in terms of educating about the making of these products. This approach proved a winning combination, as HAWA 2025 generated 35 qualified leads.
FII staff are now engaging with the contacts generated at the two trade shows for product trials and further collaboration.
As more furniture manufacturers look to B.C. softwood species as an alternative to hardwood, so does the demand for technical advice. To bridge knowledge gaps,FII Vietnam held “Best Practices—Adapting New Wood Species in Your Production,” a seminar for manufacturers, experts, and industry leaders to explore the unique properties and benefits of sustainable wood from B.C.
Through detailed sessions led by FII Vietnam’s technical team, the seminar reviewed manufacturing issues, like warping, moisture content, mechanical failures, machinery adjustments, wood movement, and coating techniques. The seminar also covered U.S. safety standards, cost-efficiency and improving production processes.
After attending the seminar, many companies registered for the “Try Canadian Wood” product trial program.
In 2024/25, product trials remained a key driver of FII Vietnam’s market development, with 24 recorded trials helping manufacturers explore B.C. softwood species for furniture applications. Product trials help to test and validate the performance of B.C. wood, leading to faster industry acceptance. And by connecting directly with manufacturers, the trials provide constructive feedback for the overall marketing program.
Each trial is strategically planned, focusing on manufacturers with the capability and market potential to integrate Canadian wood into production sooner rather than later.
To build on this momentum, FII Vietnam has implemented a plan to identify and map out 700 potential manufacturers, progressively engaging with them over the next three years. This approach strengthens market intelligence—allowing the team to target the right partners at the right time and ensuring that every interaction moves the industry closer to adopting B.C. softwood species.
Product trials are an important and strategic market development approach; education for manufacturers to better understand B.C. species and other technical guidance are key to initiating the right trial and proposal. Post-trial communication is critical in supporting manufacturers based on their business needs and eventually moving towards full-scale commercialization. Recognizing this, FII Vietnam goes beyond just initiating trials to actively supporting manufacturers through each stage, offering technical guidance, helping them refine their processes, and facilitating connections to buyers who value high-quality, responsibly sourced wood.
Over the past year, FII Vietnam focused more on existing adopters. This was because their favourable experiences with B.C. wood enabled quicker approvals for expanding their use to other B.C. species and applications.
Trade missions are a powerful market development tool, as they provide direct access to key stakeholders in the target market. This face-to-face engagement builds trust, reinforces B.C.’s commitment to the market, and facilitates discussions about mutual interests and opportunities.
An industry trade mission in the spring of 2024 marked a milestone in market development efforts, as it was the first entry into Vietnam for many senior industry officials. Led by the former B.C. Deputy Minister of Forests, Rick Manwaring (also former FII Board Chair), the mission allowed industry leaders to see first-hand the tremendous opportunities in the Vietnam market.
The program focused on furniture manufacturing in southern Vietnam—the centre of the industry—including a visit to a 74-acre facility employing 5,000 people. This factory exports significant volumes of finished furniture products. Several site visits focused on the success FII Vietnam has achieved in promoting product trials of coastal species, including western hemlock and other softwoods for furniture making. Vietnamese manufacturers expressed strong interest in using B.C. wood in their furniture production, highlighting the growing role of sustainably sourced, high-quality softwood lumber in their operations and reinforcing Vietnam’s potential as a key commercial market for British Columbia.
