The high-powered CIFF-ASEAN Furniture Leaders Business Forum 2025 took place on March 19 at the Canton Fair Complex, Pazhou, Guangzhou. Held during CIFF Guangzhou, the conference brought together top furniture companies in the ASEAN region to discuss strategies for success in an increasingly challenging market. The event is organized by CIFF, the world’s largest furniture trade fair, and managed by APS Media Group, publishers of FurnitureAndFurnishing.com, Asia’s leading furniture e-magzine serving the global markets.

Under the theme “Navigating for Success in a Volatile Market,” the forum addressed pressing issues such as rising competition, market sustainability, and the evolving business landscape.

With the ASEAN furniture market projected to reach approximately USD 16.14 billion in revenue by 2025, growing at an annual rate of 3.58% from 2025 to 2029, opportunities continue to expand. Urbanization, rising incomes, sustainability trends, and e-commerce growth are some of the factors driving this momentum. However, alongside these opportunities, businesses face mounting challenges in maintaining long-term success.

Welcome Address by CIFF

The forum began with a warm welcome from Ms. Betty Ye, Vice Marketing Director of CIFF Guangzhou, who set the tone for a day of thought-provoking presentations and discussions.

Thriving in a Competitive Market: La-Z-Boy Asia’s Insights on Business Success

The first keynote speaker, Ms. Dharnaporn Kasetrsuwan (Jean), Assistant to the President of La-Z-Boy Asia, shared insights on how businesses can thrive in a competitive market. She highlighted the importance of recognising demand, diverse opportunities, and shifting consumer preferences as key.

To succeed, Jean emphasized the importance of strengthening market presence through localized strategies, utilizing regional expertise, and a customer-centric approach. Her insights set the stage for a broader discussion on navigating challenges and seizing opportunities in the ASEAN furniture industry.

Turning Challenges into Opportunities: Scanteak’s Strategy for Sustainable Growth

Scanteak Singapore CEO, Ms. Jamie Lim, took the stage as the second keynote speaker, sharing insights on the brand’s journey and its strategies for long-term success. She highlighted Scanteak’s evolution into a multi-brand group, furnishing over one million homes worldwide.

To navigate economic shifts and changing market demands, the company has diversified its portfolio and embraced digital transformation. By leveraging outsourcing and AI-driven automation, Scanteak has optimized operations, maintained stable HR costs, and expanded into new markets like Malaysia.

Ms Lim emphasized that volatility creates opportunity, underscoring the importance of embracing weaknesses and turning them into strengths to drive sustainable growth.

Honoring Culture Through Furniture: Insights from Hoang Nam Group’s CEO

As the final keynote speaker, Mr. Duong Quoc Nam, Founder and CEO of Hoang Nam Group, emphasized furniture as a reflection of cultural identity and a means to honor timeless values. Under his leadership, Hoang Nam Group has become a bridge between Vietnam and over 100 global furniture brands, aligning with local lifestyles and preferences.

To navigate industry challenges, the company focuses on three core strategies: strengthening internal capacity, expanding customer outreach through digital and offline channels, and developing innovative sales solutions. These efforts continue to reinforce its position in Vietnam’s growing furniture market.

Panel Discussion: Strategies for Staying Ahead in a Competitive Market

As the event neared its conclusion, the spotlight shifted to an insightful panel discussion featuring industry leaders. 

Moderated by Mr. Casey Loo, Managing Director of APS Media and advisor to the World Furniture Confederation and Council of Asian Furniture Associations, the session brought together the three keynote speakers along with two additional panelists: Mr. Kian Amini, Director of Business Development at Aico/Amini Innovation Corporation, and Mr. Yu Lei, CEO of Hangzhou YueLei Furniture.

The panel delved into the unique strengths that set each company apart, strategies for staying ahead of industry trends, and the growing influence of online sales. Offering valuable insights, the discussion shed light on how businesses can navigate challenges and seize opportunities in the dynamic global furniture market.

As the forum drew to a close, industry leaders departed with valuable insights and renewed perspectives on navigating the evolving market landscape. CIFF (Guangzhou) once again proved to be a vital platform for fostering collaboration, sparking innovation, and shaping the future of the global furniture industry. By bringing together leading voices in the field, the fair solidifies its role in driving high-quality industry development.