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.
What made this year’s trade show experience particularly powerful was seeing the results of FII Vietnam’s proactive approach to linking product trials and design support with high-credibility exhibition exposure—providing a path for manufacturers to improve export readiness while creating real demand for B.C. lumber.
Over the past year, FII worked closely with high-priority manufacturers, providing product development input, designer coaching and exhibition preparation to improve market readiness. Three companies then showcased their new furniture collections, made from B.C. species, at HAWA, and five presented at VIFA, with all collections attracting strong interest from visitors. FII’s co-creation model increased commercialization opportunities and strengthened manufacturer capabilities.
FII trade show booths at HAWA, VIFA and VietnamWood 2025 also served as entry points for one-on-one technical discussions on species selection and application suitability for specific product categories while raising awareness of the Canadian Wood Trial Program and the Product Development Capability Building Program. Visitors at all three events expressed keen interest in FII’s colour panel display, with many requesting samples of the panels for reference and consideration.
