Digitalisation in focus at Vietnam's furniture fair

Technology and digitalisation took centre stage at the HawaExpo this year. Automatic check-in reduces the congestion at registration, and in addition to the physical venue, the HawaExpo app digitally reconstructs the fair in cyberspace. The app also provides an exhibition map and exhibitors’ information, allowing participants to connect, request services, and create appointments with each other.

Tran Quoc Khanh, Deputy Minister of Industry and Trade said, “HawaExpo 2023 is expected to present an entirely different approach to the industry’s trade promotion while playing an important and practical role to bring more opportunities to enterprises and the industry as a whole.”

Organisers announced that over 200 manufacturers and exporters in Vietnam’s furniture ecosystem are taking part in the event. Jointly organised by the Association of Vietnam Timber and Forest Products, the Handicraft and Wood industry Association of Ho Chi Minh City (Hawa), the Binh Duong Furniture Association (BIFA), the Dong Nai Wood and Handicraft Association, and the Forest products Association of Binh Dinh, the international expo is expected to welcome international buyers and help local enterprises regain growth momentum.

Inside HawaExpo 2023

“The industry, although growing, is lacking new orders. However, the strengths of local businesses have been enhanced thanks to serious reforms and investments in response to the pandemic”, said Nguyen Liem, chairman of BIFA and founder of Lam Viet Furniture JSC.

“Despite widespread inflation in the major markets, the international demand for Vietnamese wood products remains very high, yet local businesses have only been able to respond to a small portion of it. If the customer strategies and market expansions are well executed, the potential for growth is high,” he added.

Major manufacturers and exporters operating in the indoor, outdoor, office, project, gift, handicraft, timber house, raw materials, accessories, and creative design sectors gather under one roof at the event.

Organisers are making efforts to attract customers from both traditional and prospective markets by providing airport pickups, hotel bookings, transportation to the expo site, and factory visits. From culinary demands to entertainment requests, all are well orchestrated to cater to the visiting buyers.

HAWA chairman and HawaExpo 2023 chief organiser, Nguyen Quoc Khanh, feels that this is how things are done in developed, industrial countries.

“We provide the best conditions for international visitors, thus creating opportunities for local enterprises to reach out to their potential customers,” he said.

Under the theme Growth Through Diversification, HawaExpo 2023 brings a spectacular and diverse showcase of the participating enterprises in 1600 booths that cover an area of 28,000 square metres in SECC’s grand halls. Every booth bears the Made in Vietnam trademark.

A handicraft exhibitor at HawaExpo 2023

Nguyen Phuong from Merchandise Minh Thanh Co., Ltd. said, “With the trend of decreasing spending due to inflation, many customers will place greater demand on quality and uniqueness. Businesses with great investment in product design and development will likely attract international buyers.”

According to him, besides developing new products, local enterprises need to invest in sales and business development while proactively joining both domestic and international fairs to gain access to new markets.

HawaExpo 2023 is supported by Vietnamese trade agencies in foreign countries and attracts international delegations, co-hosting business matching sessions between Vietnam and potential markets such as Canada, the United Kingdom, and the Middle East.

Strike a deal at HawaExpo 2023

To boost the opportunity to connect and learn from industry insiders, various trade activities and seven specialised seminars – from the sustainable development requirements in key markets and the green logistics trend, to potential raw wood sources – will also be organised.

Wood exports reach $12.4 billion in first nine months Vietnam exported about $12.4 billion of wood and wood products in the first nine months of 2022, an increase of 7 per cent over the same period in 2021, according to the Ho Chi Minh City Handicraft and Woodworking Association.