Canadian Wood at HAWA EXPO & VIFA EXPO 2026: Strengthening Collaboration and Industry Capability

As Vietnam’s wood and furniture industry continues to deepen its integration into global markets, strengthening cooperation has become essential. Supporting the development of competitive advantages for furniture manufacturing factories in Vietnam has become one of the key objectives of Canadian Wood Vietnam.

In 2026, Canadian Wood Vietnam reaffirmed commitment to the industry through the participation in HAWA EXPO and VIFA EXPO 2026 – two of Vietnam’s leading international furniture exhibitions – to showcase the results of its collaborations with manufacturers in Vietnam and drive industry connections, knowledge exchange, and new opportunities across the sector.

Overview of Vietnam’s Wood Industry in 2025

Vietnam’s wood and furniture industry has been emerging as a global force, firmly establishing the country as one of the world’s most important manufacturing and export hubs. In 2025, Vietnam’s exports of wood and wood products exceeded USD 17.2 billion for the first time, marking a significant milestone and reflecting continued growth compared to 2024, despite ongoing fluctuations in the global market.

Vietnam’s wood products continue to find success across major global markets. The United States remains the largest destination, supported by strong demand from Japan and China, while the European Union represents high-value opportunities shaped by its emphasis on quality, legality, and sustainably sourced materials. Notably, wooden furniture remains the leading export category, representing approximately 61% of Vietnam’s total wood and wood product export value in 2025.

However, alongside growth opportunities, many companies in Vietnam’s wood and furniture industry continue to navigate a range of structural challenges. While export-oriented manufacturing has been a key driver of the sector’s global success, production models in many cases remain centered on OEM activities, where opportunities to create greater added value remain largely untapped. As global competition intensifies, strengthening capabilities in product development, design, and material selection has become a critical factor. This provides a foundation for manufacturers to gradually transition toward an ODM model, adopt a more market-driven approach, and reinforce their position within the global supply chain.

Canadian Wood – Building Capacity for Vietnam’s Furniture Industry

Canadian Wood Vietnam continues to strengthen networking activities, information sharing, and professional exchange within Vietnam’s wood and furniture industry through its participation in HAWA EXPO and VIFA EXPO 2026. This year marks the sixth time Canadian Wood has taken part in two of the country’s leading international furniture exhibitions, underscoring its long-term commitment to strengthening cooperation and supporting the continued development of the industry.

Beyond trade promotion activities, Canadian Wood Vietnam focuses on working closely with manufacturers in Vietnam through technical support and training programs, alongside market development initiatives that connect businesses with reliable Canadian softwood suppliers and provide practical knowledge of softwood species from the province of British Columbia (B.C.), Canada.

Key Collaboration Programs and Activities in 2025

Throughout 2025, Canadian Wood Vietnam implemented a range of activities designed to support manufacturers in Vietnam in accessing and effectively utilizing sustainably sourced Canadian softwoods. Among these initiatives, the ‘Canadian Wood Trial Program’ stands out as an ongoing program that enables manufacturers in Vietnam to directly test Canadian softwood species under real production conditions.

Through the program, participating companies have the opportunity to evaluate the technical characteristics of each wood species while receiving direct support from Canadian Wood experts during processing, treatment, and product finishing. This practical approach helps manufacturers gain a clearer understanding of the application potential of each species, enabling more informed decisions aligned with production needs and target markets.

In addition, the ‘Diversifying Product Lines, Expanding Market Reach Program' provides a framework for deeper, hands-on collaboration between Canadian Wood and furniture manufacturers in Vietnam. Under the program, Canadian Wood works directly with participating factories, supplying Canadian softwood materials for trial use and supporting manufacturers throughout the product development process. The finished products are then presented, showcased and commercialized at HAWA EXPO and VIFA EXPO, enabling manufacturers to engage directly with customers and increase the likelihood of successful product commercialization and market expansion.

New Highlights in the Collaborative Journey at HAWA EXPO and VIFA EXPO 2026

At HAWA EXPO 2026 (March 4-7, 2026) and VIFA EXPO 2026 (March 8-11, 2026), Canadian Wood Vietnam will present a dedicated showcase featuring furniture products developed by manufacturers in Vietnam using Canadian softwood species. The display highlights how Canadian wood products can be applied in furniture design and production, demonstrating material versatility and their suitability for a wide range of aesthetic and technical requirements.

Mr. Vince Tran, Country Director of Canadian Wood Vietnam, shared: “By working directly with manufacturers in real production environments, we help translate material knowledge into practical applications. This hands-on collaboration enables businesses to develop products that respond more effectively to evolving market demands while optimizing costs.”

Through its showcase activities at two of the industry’s leading trade exhibitions, Canadian Wood Vietnam plays a strategic bridging role, supporting manufacturers in developing finished products from Canadian wood species while providing a platform to introduce and directly promote these products to international buyers. This initiative not only increases opportunities for product commercialization but also enhances the competitiveness and export market expansion of manufacturers in Vietnam.

Participating in this year’s “Product Diversification – Market Expansion Program” are the following manufacturers: Hong Khai Wood Co., Ltd.; Kim Thuan Co., Ltd.; Khang Vy Furniture Co., Ltd.; Duc Loi Co., Ltd.; Truong Thanh Furniture Corporation; Thuan Hung Furniture Co., Ltd.; and Well Known Homeart Enterprises Co., Ltd.

Representing different segments of the furniture industry, these manufacturers bring strengths in design, manufacturing, and export-oriented production. Through structured material trials, technical & design guidance, and ongoing collaboration with Canadian Wood’s experts, participating manufacturers have been able to apply Canadian softwood species more effectively in new product development. Through the collections on display, the furniture designs demonstrate a clearer approach to material selection while more closely reflecting the needs of both the domestic and export markets.

“Through the technical consultation and support provided by Canadian Wood, we have had the opportunity to test and apply Canadian softwood species in our product development process. This collaboration has helped our company gain a deeper understanding of material characteristics, optimize design, and improve manufacturing efficiency. The products showcased at this exhibition are the result of close coordination between our technical team and Canadian Wood’s experts”, shared Khang Nguyen, CEO of Khang Vy Furniture Company Limited.

Towards Long-Term Collaboration and Industry Capability Building

Currently, five Canadian softwood species are commonly selected and highly regarded by manufacturers in Vietnam for their distinct attributes. Western Hemlock is valued for versatility, Douglas-Fir for strength, Western Red Cedar for natural resistance to decay and termites, Yellow Cedar for durability, and Spruce-Pine-Fir (SPF) for dimensional stability.

By Vietnam Business Forum