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.
Held from 4-7th March at SECC in Ho Chi Minh City, the fair once again served as "a gateway to Vietnam’s furniture prowess" says the fair's organiser Viforest Fair, gathering some 450 exhibitors, nearly 87% of them Vietnamese, and still attracted "thousands" of international buyers seeking sustainable alternatives and diversification in a volatile global environment.
"The outbreak of conflict between Iran and Israel in early March created unexpected logistical disruptions across global aviation," says Viforest. "More than 21,000 flights were reportedly cancelled across seven major international airports as airspace restrictions affected hubs in Dubai, Abu Dhabi and Doha, key transit gateways for travellers heading to Asia. The situation inevitably impacted the usual influx of buyers from Europe and North America attending the series of Asian furniture exhibitions in early spring. However, exhibitors at HawaExpo reported that Vietnam remained firmly on the radar of international sourcing teams."
According to participating companies, although total visitor traffic showed some decline compared to previous years all over the region, the quality and diversity of buyers remained strong, with many exhibitors meeting new markets and potential partners. India emerged as one of fair's rising visitor powers.
"Compared with other manufacturing options in Asia, Vietnam is often perceived as offering greater predictability in trade conditions due to their diplomatic strategy," says Viforest.
The event welcomed a reported 16,449 visitors, including 3,284 international buyers from 83 countries and territories.
Beyond market expansion, industry observers noted a significant improvement in design and brand presentation, Viforest adds. Across the halls, companies invested more heavily in professionally designed displays, signalling a mindset shift from basic product showcasing to strategic brand storytelling, experiential marketing.
"Despite geopolitical headwinds and logistical disruptions, HawaExpo 2026 ultimately reinforced Vietnam’s status as one of the most dynamic furniture sourcing hubs in Asia," the fair organiser concludes. "The fair demonstrated not only the resilience of Vietnam’s export-oriented furniture sector, but also its ongoing transformation, from cost-competitive manufacturing toward design-driven sustainability."
