Vietnamese wood and furniture exporters need strategies tailored to individual markets, speakers said at an October 20 trade-promotion meeting. The Vietnam Trade Promotion Agency brought together overseas trade offices to discuss diversification, product value and buyer access.
Market access requires different preparations
Wood and wood-product exports reached USD 13.43 billion in the first nine months of 2026, up 7.3% year on year, according to figures cited at the meeting. The 2025 total was approximately USD 17.2 billion. Agency deputy director Lê Hoàng Tài said tariffs and trade remedies made origin management, raw-material traceability, design and branding increasingly important.
VIFOREST representative Ngô Sỹ Hoài highlighted tax, origin and anti-transshipment compliance for the United States. Green standards and traceability matter in the EU and Britain, while Japan and South Korea require quality, dependable delivery and suitable designs. Middle Eastern opportunities involve contractors and hospitality projects; ASEAN and Australia call for appropriate segments, retailers and logistics.
Buyer interest needs follow-through
Trade counsellor Lưu Vạn Khang said Spain imported USD 9.38 million of Vietnamese wood products in the first seven months of 2026, up 138%. He recommended engagement with distributors, procurement teams, architects and designers, combining price competitiveness with quality, sustainability and flexibility.
HAWA chairman Phùng Quốc Mẫn said trade offices had identified buyers interested in visiting Vietnamese factories. He requested precise requirements and sustained follow-up. Planned 2027 events include HawaExpo, VIBE and wood-processing exhibitions. They remain promotion opportunities, while expressions of buyer interest do not establish signed orders.