Vietnam's furniture industry is becoming a leading export sector, with its value ranking among the top in the world. According to the General Department of Vietnam Customs, in 2024, wood and wood product exports brought in 16.25 billion USD, an increase of over 20% compared to 2023. Of this, wood product exports were estimated at 11.2 billion USD, an increase of nearly 22% compared to 2023.

In many developed markets like the US, Japan, and Europe, there is a growing demand for sustainable designs, eco-friendly materials, and ergonomic features. This is also the trend that many Vietnamese businesses are striving to catch up with.

However, according to representatives of many businesses in the industry, to reach a global audience, businesses need to do more than just increase production. They need to shift from order-based manufacturing to product innovation and brand building. Participating in international forums is seen as a necessary step to experiment, connect, and establish a position on the export map.

The One's booth at VIFA ASEAN 2025. Photo: The One

The One's booth at VIFA ASEAN 2025. Photo: The One

To support businesses in connecting with international partners and buyers, the Vietnam ASEAN International Furniture & Home Accessories Fair (VIFA ASEAN) is held annually. This year, the fair took place in TP HCM from 26/8-29/8, attracting over 300 businesses from Vietnam, Southeast Asian countries, South Korea, China, and others, with 1,000 booths participating.

The event is seen as an opportunity for Vietnamese furniture brands to showcase their design and production capabilities and connect with the import ecosystem from ASEAN, the Middle East, the US, Japan, and Europe - markets with high demand and stringent standards.

The One, a domestic brand targeting the international market, is one of the businesses that has built a diverse ecosystem early on. Starting in the office furniture sector, in recent years, the company has repositioned itself as a total solutions provider for offices, education, healthcare, and living spaces. The current focus is on selective exports, targeting markets with high demands for design, quality, and sustainability standards.

The One showcased its booth as a miniature office, allowing visitors to experience their products firsthand. Photo: The One

The One showcased its booth as a miniature office, allowing visitors to experience their products firsthand. Photo: The One

2025 marks The One's 30th anniversary. The brand has a presence in 34 provinces and cities and is aiming to become a "space partner" for global businesses, providing comprehensive furniture solutions rather than just individual products.

At VIFA ASEAN 2025, The One showcased its booth as a miniature office, allowing visitors to directly experience modular desks, smart cabinet systems, and safes. The space was designed based on real-world usage scenarios, aiming to tell the story of a Vietnamese furniture brand with a domestic foundation, ready to partner with international businesses.

The event also marked the debut of Jager, The One's high-end export furniture brand, focusing on demanding markets like the US, Japan, and Europe. With an automated production system based on German standards and ISO 9001 and ISO 14001 certifications for quality and environmental management, Jager is becoming a partner for many global furniture brands.

According to a company representative, in addition to the R&D team, flexibility in production is also a major advantage, enabling Jager to realize unique designs according to each investor's requirements, while also being ready to accompany partners from the idea development stage to mass production.

The One's team at VIFA ASEAN. Photo: The One

The One's team at VIFA ASEAN. Photo: The One

The company also noted that the positive feedback at the exhibition is a sign that Vietnamese furniture is gradually approaching global standards, not only through cost advantages but also through brand value and experience. "In a context where exporting is no longer just an OEM game, investment in design, technology, and a long-term vision are seen as the key to making a mark on the international market," said the brand representative.

(Source: The One)