Market Initiatives

Marketing campaigns are often lauded for their catchy slogans and visuals, but behind-the-scenes work is equally important. Without regulatory approval, for example, new products like mass timber cannot be brought to market.

For this reason, engagement with Japanese builders and officials, including knowledge transfer, product testing and assistance in code changes, are long-standing elements in the Japanese market development program.

Much of this effort has focused on fire safety. In the fall of 2024 Canada Wood co-sponsored testing of wood-frame wall assemblies for use in mid-rise construction (four to six storeys in Japan).

Results were favourable, with approval of the design expected in 2025. This approval will reduce construction costs and improve the competitiveness of wood construction in the mid-rise market.

Earlier this year, Canada Wood sponsored presentations in Japan by Canadian fire and code officials on techniques for fireproofing mid-rise buildings. Japanese builders are less experienced in wood construction for mid-rise projects than their Canadian counterparts and were looking for ways to reduce costs and speed up construction without compromising safety. The meetings are expected to lead to further discussions on how to share best practices with Japanese industry and code officials to expand wood use.

Also related to mid-rise construction, Canada Wood sponsored testing of wood shear (structural) walls. Current standards relate to the needs of the 2×4 housing sector, but larger buildings require stronger loadbearing walls. The test of a new design created by Canada Wood’s technical team exceeded requirements for strength, energy efficiency and seismic (earthquake) performance. Further work is now underway to convert the test product into a commercial building design.

Wood shear walls test | Photo: Canada Wood

With a large aging population, Japan is looking to international tourism as a new driver of economic growth. This includes promoting Niseko, Japan’s top ski resort, as the Asian “Whistler”. Doing so, however, means upgrading resort facilities, as they date back to the 1980s.

With developers looking to B.C. for inspiration, BC Wood Specialties Group saw an opportunity to turn interest into sales. Building on strong connections developed in Niseko through previous outreach, the BC Wood Japan office hosted an information session at the ski resort in February 2025. The event connected B.C. value-added firms with Japanese developers, architects and builders. Buyers were given first-hand exposure to the wide range of B.C.’s valueadded services and products for ski resorts, including mass timber, villa and resort construction, and high-end finishings and furnishings.

The timing of the marketing event was linked to the Nikkei Messe trade show, the largest home show in Japan. Several B.C. firms were attending the trade show through a booth and outreach program sponsored by BC Wood. Adding the Niseko meeting to their itinerary helped the firms make the most of their marketing dollars and their outreach to the important Japanese market.

Efforts like this by BC Wood have made Japan the largest Asian market for B.C. value-added products.

BC Wood booth at Nikkei Messe 2025 | Photo: BC Wood Specialties Group

Mass timber construction is quickly gaining interest in South Korea, with an increasing number of architects and developers interested in the technology. Capacity, however, has been an issue as there are limited facilities and skilled workers. This, in turn, impacts sales of wood products.

Canada Wood closed this gap by introducing builders to nail laminated timber (NLT) using B.C. softwood, a construction approach that can be ramped up much faster than other systems. This gave B.C. an edge over foreign competitors in supplying mass timber.

With supply established, Canada Wood then worked with local officials on several high-profile NLT buildings at Jinju City, one of the first uses of mass timber in South Korea. The comprehensive urban redevelopment has won a number of national awards for building design and is a showcase for wood’s potential as a sustainable, cost-effective alternative to concrete and steel.

This partnership firmly established B.C. as a leader in mass timber technology and the sustainably sourced softwood needed to prefabricate mass timber building components.

Seungsan Village project | Photo: Canada Wood

Enshi, in central China, is a major cultural region that attracts more than 20 million tourists a year to learn about the Xuan’en people and their historical use of wooden stilt homes, or diaojiaolou.

Wanting to upgrade tourism facilities, officials looked to mass timber as a modern approach to their centuries-old reliance on timber construction. Based on stakeholder relations established through FII China, they connected with Canada Wood for expertise and access to B.C. softwood.

The Xuan’en project includes a large museum, mass timber bridge built from Douglas-fir, and other facilities covering 6,000 square meters. The extensive use of wood goes beyond historical tradition to recognizing the benefits of mass timber in public facilities as a sustainable, green building solution.

Revitalizing tourism and hospitality facilities in rural China is a major part of China’s green building program. Canada Wood is using the Xuan’en project as an example to other regions of how mass timber can be used to achieve cultural, green building, and economic development goals.

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Enshi Xuan’en County Centre Pigeon Flower Bridge | Photo: Canada Wood

Addressing phytosanitary standards is an important part of the China market development program, as barriers or delays can seriously hinder the competitiveness of B.C. wood products.

A case in point is the issue of pinewood nematode (PWN)—a parasitic worm that causes the disease pine wilt. Citing worries about imported wood carrying PWN that could then infect local forests, China introduced restrictions on softwood lumber imports from Canada and five other nations in 2022. While this did not ban Canadian imports, it added substantial time and cost to the delivery of goods, reducing the competitiveness of B.C. wood products.

FII China has been involved in ongoing engagement with Chinese officials, to reassure them that Canadian quality control standards—including heat treatment of S-P-F shipped to China—can deal with the PWN.

In 2024 this included a trip to B.C. by Chinese officials to review these approaches. The officials concluded that the Canadian heat treating approach has the potential to set a global standard in treatment and provide the basis for reconsidering import restrictions on Canadian wood products.

These findings bring the issue closer to resolution, a situation that FII China will continue working on until the issue is resolved.

PWN Barrier CAF Delegation in B.C. learning about Canadian treatment standards | Photo: FII China

Extensive use of western hemlock has allowed the Indore local government to build a new assembly hall that is functional, visually impressive and environmentally progressive.

Based on a relationship with FII India established through trade events and seminars, local officials called on the expertise of the FII team for design and technical support. FII worked with officials to find the right fit for this project. Ultimately, the design team chose western hemlock and facilitated supply through local distributors.

The assembly hall is used on a regular basis by state officials, party leaders, and members of the Legislative Assembly for government meetings, events and elections. It is already receiving a great deal of attention—and perhaps a bit of envy—from other local government officials.

Indore Nagar Parishad Assembly Hall | Photo: FII India

In 2024/25, product trials remained a key driver of FII Vietnam’s market development, with 24 recorded trials helping manufacturers explore B.C. softwood species for furniture applications. Product trials help to test and validate the performance of B.C. wood, leading to faster industry acceptance. And by connecting directly with manufacturers, the trials provide constructive feedback for the overall marketing program.

Each trial is strategically planned, focusing on manufacturers with the capability and market potential to integrate Canadian wood into production sooner rather than later.

To build on this momentum, FII Vietnam has implemented a plan to identify and map out 700 potential manufacturers, progressively engaging with them over the next three years. This approach strengthens market intelligence—allowing the team to target the right partners at the right time and ensuring that every interaction moves the industry closer to adopting B.C. softwood species.

Product trials are an important and strategic market development approach; education for manufacturers to better understand B.C. species and other technical guidance are key to initiating the right trial and proposal. Post-trial communication is critical in supporting manufacturers based on their business needs and eventually moving towards full-scale commercialization.

Recognizing this, FII Vietnam goes beyond just initiating trials to actively supporting manufacturers through each stage, offering technical guidance, helping them refine their processes, and facilitating connections to buyers who value high-quality, responsibly sourced wood.

Over the past year, FII Vietnam focused more on existing adopters. This was because their favourable experiences with B.C. wood enabled quicker approvals for expanding their use to other B.C. species and applications.

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Falcon Inc. product trial | Photos: FII Vietnam

Trade missions are a powerful market development tool, as they provide direct access to key stakeholders in the target market. This face-to-face engagement builds trust, reinforces B.C.’s commitment to the market, and facilitates discussions about mutual interests and opportunities.

An industry trade mission in the spring of 2024 marked a milestone in market development efforts, as it was the first entry into Vietnam for many senior industry officials. Led by the former B.C. Deputy Minister of Forests, Rick Manwaring (also former FII Board Chair), the mission allowed industry leaders to see first-hand the tremendous opportunities in the Vietnam market.

The program focused on furniture manufacturing in southern Vietnam—the centre of the industry—including a visit to a 74-acre facility employing 5,000 people. This factory exports significant volumes of finished furniture products. Several site visits focused on the success FII Vietnam has achieved in promoting product trials of coastal species, including western hemlock and other softwoods for furniture making.

Vietnamese manufacturers expressed strong interest in using B.C. wood in their furniture production, highlighting the growing role of sustainably sourced, high-quality softwood lumber in their operations and reinforcing Vietnam’s potential as a key commercial market for British Columbia.

Industry trade mission | Photo: FII Vietnam