Expanding domestic market for Vietnamese wood industry

Stable foundation for growth

Vietnam's wood industry has made great strides, becoming the world's leading center for processing and supplying wooden furniture and interiors. In 2024, the export turnover of wood and wood products reached 16.28 billion USD, up 20.9% over the previous year. In the first 8 months of 2025, it reached 11.1 billion USD, up 6.3% over the same period last year, and the whole year is expected to reach 18 billion USD. These figures show strong resilience, but also reflect a large dependence on external markets.

Mr. Vu Ba Phu, Director of the Trade Promotion Agency ( Ministry of Industry and Trade ) has repeatedly emphasized: “ The wood and forestry industry has always been considered one of the important industries of Vietnam, not only contributing greatly to export turnover but also affirming its position on the global trade map. However, businesses need to pay special attention to exploiting the potential of the domestic market with more than 100 million people, where purchasing power is increasing strongly ”.

Trade promotion is a solution to help the wood industry expand domestic and foreign markets. Illustrative photo

As expected, the domestic market is the fulcrum for the wood industry to maintain its growth rate in the context of many international fluctuations. The rapid increase in housing demand, urbanization, and green consumption trends have created a large development space for domestic wooden furniture products. If exploited, this will be the driving force to help the industry reduce the risk of depending on large markets such as the US or EU.

From the association perspective, Mr. Ngo Sy Hoai, Vice President and General Director of the Vietnam Timber and Forest Products Association, also pointed out: “ Vietnam's wood industry currently exports to more than 40 markets and imports raw materials from more than 100 markets. However, we cannot only focus on exports. With the characteristics of wood products closely related to the environment and forests, the domestic market will be the place to affirm the responsible and sustainable development of the industry .”

Trade promotion – the key to exploiting potential

In fact, trade promotion plays a central role in developing both international and domestic markets. Major fairs such as Hawa Expo, VIFA ASEAN or VIFA Expo are not only places to display and promote Vietnamese wood products to the world, but also an opportunity for businesses to reach domestic consumers.

Mr. Vu Ba Phu affirmed: “ Towards the target of wood and wood products export turnover reaching over 18 billion USD in 2025, the Ministry of Industry and Trade will continue to closely coordinate with ministries, branches and localities to implement many programs to support businesses in technology transformation, design improvement, brand development and trade promotion. The domestic market must also be placed at the center of this strategy .”

According to him, in addition to organizing fairs, the industry needs to expand specialized trade promotion services: Researching domestic consumer tastes, organizing communication campaigns, training on design, e-commerce, and green transformation. This will not only help increase exports but also effectively stimulate domestic purchasing power.

To maintain stable growth, the wood industry needs to continue building qualified raw material sources. Photo: Quang Vinh

Representing the wood industry business community, Mr. Ngo Sy Hoai suggested that foreign and domestic media channels support stronger promotion of the wood industry's achievements, spreading the message that Vietnam is determined to develop a responsible and sustainable wood industry. Linking the Vietnamese wood brand with the image of green, environmentally friendly production will create a competitive advantage right at home.

In order for the domestic market to truly become a fulcrum, experts also recommend solutions that need to be implemented synchronously. In particular, by researching consumer tastes and trends, businesses need to promptly grasp changes in design needs, materials, and models, especially with the young generation who make up a large proportion of the population structure.

Develop diverse distribution channels, combining traditional stores, furniture supermarkets and e-commerce platforms. Applying virtual reality technology and online shopping experiences will create great advantages. Strengthen domestic trade promotion, promote the organization of specialized fairs and exhibitions in major cities such as Hanoi , Ho Chi Minh City, Da Nang, and expand to localities with high demand for construction and urbanization.

Investing in developing raw material areas, proactively supplying domestic plantation wood, achieving FSC certification, to serve both export and domestic market demand, reducing dependence on imports. Communicating the national brand "Vietnamese wood" to not only reach out to the world, but also promoting domestically so that consumers are proud to choose domestic wood products is also a strategic step.

Vietnam’s wood industry has risen to the top of the world thanks to the strength of exports. But to maintain growth momentum and minimize risks, the domestic market needs to be seen as a “second pillar” alongside the international one. With more than 100 million people, the domestic market is not only a place for consumption but also a “laboratory” for businesses to test designs, shape trends and build sustainable brands.

As Mr. Vu Ba Phu emphasized, the sustainable development of the wood industry cannot rely solely on exports, but must also rely on the growth of the domestic market. And as Mr. Ngo Sy Hoai affirmed, Vietnamese wood must follow a responsible path, associated with the environment, to thereby affirm its value domestically before reaching out to the world.

Source: https://moit.gov.vn/tin-tuc/xuc-tien-thuong-mai/mo-rong-thi-truong-trong-nuoc-cho-nganh-go-viet.html

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