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Wednesday, February 4

ASEAN – A High-Potential Furniture & Handicrafts Market from the Perspective of International Buyers

 

As global supply chains undergo restructuring, international buyers are increasingly diversifying their sourcing strategies, reducing reliance on single markets, and seeking partners with stable manufacturing capabilities within the region. In this context, ASEAN is emerging as a new strategic production and consumption hub for furniture, home décor, and handicrafts.

According to surveys conducted by the Organizer at recent editions, the demand patterns and purchasing behavior of international buyers in the ASEAN region show positive signals with clear transactional intent.

 

International Buyer Insights: Real Demand, Diverse Order Values

Survey results indicate that buyers attending VIFA ASEAN are not merely visiting for market observation, but are actively sourcing products and suppliers aligned with specific purchasing plans. The recorded breakdown of expected order values is as follows:

  • 26% of buyers target orders below USD 100,000, suitable for small and medium-sized enterprises, décor and handicraft products, or trial orders.
  • 13% of buyers seek orders ranging from USD 100,000 to 500,000, reflecting stable sourcing demand for distribution systems, showrooms, and mid-scale projects.
  • 5% of buyers target orders between USD 500,000 and 1,000,000.
  • 5% of buyers are aiming for orders above USD 1,000,000, primarily project buyers, hotel–resort chains, and large retail systems.
  • 51% of buyers had not finalized their order value at the time of the survey, indicating significant conversion potential depending on product fit, production capacity, and post-show engagement.

→ This group represents high-potential buyers if businesses engage at the right time and through the right trade platform.

Rising Project Buyers – Opportunities for Furniture & Handicraft Businesses

The Organizer’s survey also records a growing presence of project buyers from construction, hotels and resorts, and commercial spaces. This buyer segment typically prioritizes:

  • Consistent production capacity and reliable supply
  • Flexibility in design, materials, and product customization
  • Medium- to long-term partnerships rather than short-term transactions

These trends create clear opportunities for ASEAN businesses with strengths in design capability, craftsmanship, local materials, and value-added products.

Strategic Implications for Businesses Targeting the ASEAN Market

Based on the Organizer’s survey data, several key implications can be identified:

  • ASEAN is not only a long-term potential market but already demonstrates concrete purchasing demand
  • The largest growth opportunity lies within the 51% of buyers who have not yet finalized budgets, and are ready to decide once the right partner is identified
  • Businesses need to enter early, choose the right platform, and target the right buyer segments to maximize conversion potential

In this context, specialized trade platforms such as VIFA ASEAN serve as a strategic touchpoint, enabling businesses to connect with international buyers, expand market reach, and effectively unlock the potential of the ASEAN region.

👉 Register for a booth at VIFA ASEAN to connect directly with international buyers and expand into the ASEAN market from the early stage.