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.
FII Vietnam deepened the integration between designers and factories in 2025/26, turning material trials into commercial collections and reinforcing Canadian wood as a solid choice for design-led furniture production.
One example of how engagement between designers and manufacturers generates demand for Canadian wood happened when an Italian designer developed a dining set featuring Douglas-fir. After seeing the set and the positive response it garnered at the High Point Market 2025, Vietnamese manufacturer Minh Thanh grew its technical expertise and finishing proficiency with Douglas-fir to develop a full bedroom collection. When an American furniture company sought to develop a new collection, Minh Thanh was able to respond immediately, securing a competitive advantage over other factories without prior exposure.
A parallel collaboration between a designer and manufacturer produced a contemporary line that blends deep finishes with soft curves to create export-ready designs that balance craftsmanship, durability and market appeal.
Trade shows offer a valuable platform for building relationships and gaining real-time market insight, allowing manufacturers and buyers to connect and assess the commercial potential of B.C. wood in Vietnam’s manufacturing sector. In 2025/26, FII Vietnam engaged with leading stakeholders across the wood and furniture sectors at three major trade shows. These high-profile events attract national media attention and provide a platform to maintain visibility and dialogue with manufacturers, designers, sourcing partners, and end-market buyers.
FII Vietnam is helping a furniture manufacturer evolve into an original design manufacturer capable of serving mid-market and premium brands. With FII’s guidance, the company is building the capacity to study market needs and create original concepts, rather than relying on buyer-provided design briefs. The company’s owner identified hemlock as the right material for a product line targeting trendsetting clients. In the first product development cycle, Canadian Wood supplied veneer and solid lumber and connected the company with a designer to create a hemlock bedroom collection that debuted at HAWA 2026 to strong interest. Going forward, subsequent development cycles will support the company’s move up the value chain and into higher-value market segments.
FII Vietnam hosts seminars to introduce Vietnam’s furniture manufacturers and designers to hemlock’s properties and practical applications. This includes sharing data from third-party tests against established furniture standards showing that hemlock meets all of the performance requirements for strength and durability. In 2025/26, 40 representatives of export furniture manufacturers, design firms and stockists attended FII-hosted seminars to learn about hemlock’s performance and applications. These efforts have already led to three new hemlock product trials and additional requests for technical training from wood wholesalers.
