Vietnam wood industry seeks higher value through design and branding

Vietnam's wood and furniture industry has seen significant growth, with export turnover rising from approximately $300 million to $17.2 billion by 2025. The country currently ranks among the top five global exporters of wood products and leads Southeast Asia. Despite this scale, industry experts note that most businesses still operate under the Original Equipment Manufacturer (OEM) model, meaning they lack control over design, branding, and high-value segments of the supply chain.

To increase value retention, the industry must transition toward Original Design Manufacturer (ODM) capabilities, investing in design, sustainable production, and technologies like AI. Additionally, there is a significant opportunity in the domestic market, which is projected to reach $7 billion to $7.7 billion by 2030. However, experts highlight a discrepancy between strict international export standards and the lack of uniform domestic regulations regarding chemical safety and product durability. Strengthening domestic market infrastructure and establishing transparent standards are seen as essential steps for long-term growth.