Why European buyers now look beyond China
In recent years, Southeast Asia stands out as one of the most dynamic markets for sourcing and furniture production.
For importers, distributors and European brands, this region represents a real opportunity:
→ Diversify supply chains,
→ Optimize costs,
→ and discover manufacturers that are creative, innovative and reliable at the same time.
The Southeast Asia furniture market has emerged as a global sourcing powerhouse, reaching USD 22.9 billion in 2024.
Looking ahead, the market is projected to reach USD 45.7 billion by 2033, showing a strong growth rate of 7.13%between 2025 and 2033.
1. A fast-growing production hub
ASEAN countries have developed remarkable expertise in the furniture sector in recent years:
- Vietnam : 2ᵉ Worldwide exporter, renowned for its craftsmanship, modern factories and well-structured export logistics.
- Indonesia : Specialist in solid wood and rattan furniture, combining tradition and contemporary design.
- Malaysia & Thailand : high-end manufacturing, neat finish and well-framed production processes.
- Philippines : Sustained growth in craft and decorative furniture.
These countries also benefit from free trade agreements with the European Union, making imports more competitive and simplifying customs procedures.
2. Competitive strengths
Southeast Asian suppliers combine several key strengths that make the region a strategic sourcing base for international buyers:
- Attractive production costs, often lower than those of China.
- A high level of know-how in woodworking, rattan, bamboo or upholstery.
- Abundant natural resources: teak, rubber, acacia… quality tropical woods, locally available.
- A strong artisanal heritage, transmitted for generations, guaranteeing precision and attention to detail.
- Favorable trade policies, supporting exports (RCEP, CPTPP, tax incentives).
The region offers an ideal balance between cost, quality, and creativity — a combination that continues to attract global brands and importers.
3. How to explore this market effectively
Entering the Asian furniture market requires method and support. Here are the best practices to move forward safely:
- Conduct a market study to identify key suppliers by product type (wood, metal, outdoor, textile, etc.).
- Visit the regional fairs : Vifa Expo (Vietnam), MIFF (Malaysia), Hawaexpo, Pifs (Philippines), TIWF (Thailand)…
- Audit factories to check compliance, capacity and quality system.
- Request pre-production samples to assess finishes and consistency.
- Schedule inspections at every key step to track quality and avoid drifts.
- rely on a Local sourcing office to manage projects and maintain direct communication with suppliers.
4. How Eastwise can accompany you
Based in Ho Chi Minh City, with a quality team present throughout Southeast Asia, Eastwise has been supporting European companies for over 20 years in their supply strategies.
Our missions cover the entire production cycle:
- Identification of reliable and competitive suppliers,
- Sample management and production monitoring,
- Audit and Quality inspections,
- Verification of compliance with European standards,
- Logistics optimization and supplier coordination.
Thanks to our field presence and recognized expertise in the Asian market, we make your sourcing simpler, more transparent and safer.
What to remember
Southeast Asia offers a rare balance between cost, quality and creativity.
For European buyers, it is not only an alternative to China, but a real strategic lever to secure and diversify supplies.
👉 Ready to develop your furniture sourcing in Southeast Asia?
