Vietnam builds, buys and furnishes at speed. New apartments, a growing middle class and a strong local manufacturing base make furniture one of the country’s most interesting markets. Vietnam is a furniture factory to the world, but the domestic market is now worth serious attention too. What is happening, and where is the opportunity? Here is an overview of the furniture market in Vietnam in 2026.
Vietnam furniture market in numbers (2025-2026)
- A major global furniture manufacturing and export hub.
- Fast urbanization and new housing drive domestic demand.
- A rising middle class trades up to design and quality.
- Home content and shopping increasingly happen online.
Two markets in one
Manufacturing and export
Vietnam is a leading furniture producer and exporter, with strong capacity in wood and increasingly in design. For foreign brands, it is a key sourcing base, and a partner ecosystem.
The domestic market
New apartments and houses, plus a middle class that cares about design, drive demand for quality and imported furniture. Consumers increasingly want style, not just function.
Consumers and taste
Urban Vietnamese buyers research online, follow home-decor content, and trade up for design, durability and brand. Small-space, modern and multifunctional furniture sells well in cities.
Channels
Showrooms and furniture retailers still matter for a considered purchase, but e-commerce and social discovery now shape the journey long before a store visit.
How RedNote, Douyin and WeChat shape furniture buying
Furniture and home decor are among the strongest categories on the Chinese platforms, and Vietnam is following. RedNote (Xiaohongshu) is built for home inspiration: real rooms, before-and-afters and product tags drive a huge share of home buying, and Vietnamese consumers now research the same way. Douyin proved that room tours and styling video sell furniture by showing it in real life. WeChat showed how brands guide a considered purchase with content and service. For furniture brands this means three things: build RedNote-style home inspiration and Douyin-style room video, reach Chinese consumers and tourists in Vietnam who research decor on these apps, and reuse home content across both markets. Furniture sells on inspiration, and these platforms are where inspiration lives.
Anonymous examples
One imported furniture brand built its Vietnam presence around home-inspiration content and room styling videos, and turned online followers into showroom visits and sales. Another relied on a catalog and a single showroom, invested nothing in content, and stayed invisible to buyers researching online. Inspiration content decided reach.
Mistakes furniture brands make in Vietnam
- Ignoring the domestic market. Vietnam is a buyer, not just a factory.
- No home content. Buyers research decor online first.
- Function over design. The middle class trades up for style.
- Skipping small-space needs. Urban homes want modern, multifunctional pieces.
- Relying on showrooms alone. The journey starts online.
What this means for you
Vietnam’s furniture market offers two openings: sourcing and a rising domestic market. To win buyers, build home-inspiration content, meet small-space and design demand, and connect online discovery to the showroom. For context, see the economy of Vietnam and its Digital 2025 profile.
Read next on our blog: marketing tips to manage a brand in Vietnam, working with distributors in Vietnam, and business opportunities in Vietnam.
FAQ: the Vietnam furniture market
Is Vietnam only a furniture manufacturer?
No. Vietnam is a major furniture producer and exporter, but its domestic market is rising fast, driven by new housing and a middle class that values design and quality.
What drives domestic furniture demand?
Urbanization, new apartments and houses, and a growing middle class trading up for design, durability and brand. Small-space, modern furniture sells strongly in cities.
How do Vietnamese buy furniture?
They research online and follow home-decor content, then visit showrooms for a considered purchase. E-commerce and social discovery shape the journey early.
Which furniture sells best in cities?
Modern, multifunctional and small-space pieces suited to apartments, plus design-led and imported products for buyers trading up from basic function.
How important is home content online?
Very. Home inspiration, room tours and styling content, in a RedNote and Douyin style, drive a large share of research and buying before any showroom visit.
Why watch Chinese platforms for furniture?
Home decor is one of their strongest categories. They set the inspiration model Vietnam follows, reach Chinese consumers in Vietnam, and let brands reuse home content.
How should a furniture brand enter Vietnam?
Target the rising domestic market with home-inspiration content, meet small-space and design demand, and connect online discovery to showrooms and e-commerce.
Grow in Vietnam’s furniture market with GMA
At GMA, we help furniture and home brands grow in Vietnam. We build the home-inspiration content, room video and creator campaigns that turn online research into showroom visits and sales. If you see an opening in Vietnam’s furniture market, tell us about your project and we will map the first steps with you.
GMA (Gentlemen Marketing Agency) is a French agency based in Shanghai with more than 75 specialists. We run marketing and distribution for foreign brands across Asia, from Vietnam and China to Indonesia, the Philippines and Thailand. One team, one network, from first strategy to first sale.