Amid the booming Vietnamese furniture industry, driven by increasing demand for personalized design and modern living spaces, Mr. Zhang Wen Yong – Director of Phuc My Gia Custom Furniture Co., Ltd. – shared in-depth insights into market trends, evolving consumer behavior, and the company’s strategy in preparation for the VIBE 2025 exhibition.
Breakthrough from a High-Potential Market
According to Mr. Zhang, Vietnam’s furniture and construction market is undergoing significant transformation, driven by post-pandemic economic recovery, global economic fluctuations, and rapid urbanization. With a rising demand for housing, office spaces, and commercial centers, especially in the growing mid- to high-end residential segment, there has been a surge in interest for customized furniture solutions that prioritize individuality, aesthetics, and sustainability.
Today’s consumers are not just buying a piece of furniture; they are seeking a holistic living solution that aligns with their lifestyle and personal values. Health safety standards, along with sustainability and eco-friendliness, have become critical factors in selecting materials and design solutions.
Shifting Consumer Behavior: From Physical Experience to Digital Personalization
The rapid advancement of technology, coupled with the growing maturity of a new generation of consumers – especially Gen Z and millennials – is reshaping how Vietnamese people approach interior products.
Just 3 – 5 years ago, most consumers preferred visiting stores or showrooms to experience products firsthand before making a purchase. Today, buying behaviors have clearly shifted toward digital platforms. Modern users prioritize researching products via websites, social media, e-commerce platforms, and review sites before making decisions. Elements like 3D visuals, space simulation videos, virtual reality experiences, fast response times, and online consultation services have become essential parts of the buying journey.
That said, in addition to online channels, consumers still show strong interest in reputable interior design fairs and exhibitions—where they can experience products in person, compare quality and aesthetics among various brands in one place. For complex design projects, these customers tend to seek out professional architects or designers and place their trust in established brands rather than focusing solely on pricing or promotional offers.
Gen Z – The Driving Force of Innovation in the Interior Industry
Unlike previous generations, Gen Z views their living space as a personal statement — a reflection of their aesthetic preferences, lifestyle, and individuality. Mass-produced furniture no longer appeals to this demographic. Instead, they prioritize custom-designed solutions tailored to their specific needs, from spatial layout and materials to color schemes and multifunctional features.
Recent projects by Phuc My Gia have seen a significant increase in young clients requesting bespoke designs aligned with particular themes or personal styles — such as minimalism, vintage, Japandi, or industrial. These clients also show a strong preference for materials with clear origins, ensuring health safety and environmental friendliness.
According to Mr. Zhang, Gen Z is a generation willing to invest in living spaces that truly reflect their values and identity. Many young customers are open to allocating higher budgets for personalized consulting, design, and build services. This presents a vast growth opportunity for custom furniture businesses like Phuc My Gia, which prides itself on delivering innovative and tailored solutions that meet the unique demands of today’s youth.
>> Read more: GreenDS: Digital transformation in the Architecture – Interior – Construction industry is an inevitable and irreversible trend
Custom Kitchen Cabinets – Phuc My Gia’s Strategic Product Line
Currently, Phuc My Gia’s best-selling product line is custom kitchen cabinets, which combine flexible design, space optimization, and high aesthetic value. The company utilizes internationally certified materials such as CARB P2, E0, ENF… along with a variety of modern surface finishes like PP, PET, PVC Vacuum… This allows them to cater to a wide range of design styles – from minimalist and contemporary to neoclassical – perfectly suited to diverse living spaces.
Beyond core products, Phuc My Gia also develops comprehensive finishing solutions including sintered stone wall cladding, curved slatted panels, and smart accessories. These offerings reflect the company’s philosophy of providing “holistic interior solutions” – blending aesthetics, functionality, and sustainability.
Expanding the Custom Furniture Product Portfolio
Phuc My Gia doesn’t stop at kitchen cabinetry. The company offers a wide range of customized furniture solutions including wardrobes, bookcases, decorative cabinets, work desks, and integrated beds, all designed in harmony with the overall aesthetic of each space. Backed by a highly skilled design team and modern production processes, Phuc My Gia has the capability to bring any creative vision to life, from minimalist elements to complex structural requirements tailored to specific spaces and usage needs.
Every product can be personalized in terms of size, material, color, and function, delivering maximum flexibility in design and space optimization. Phuc My Gia is committed to meeting the highest standards of aesthetics, functionality, and durability, crafting living spaces that reflect individual identity and align with contemporary lifestyles.
VIBE – A Strategic Touchpoint for Style-Savvy Customers
“Phuc My Gia places great value on trade fairs and exhibitions like VIBE as an effective channel to reach local consumers with refined aesthetic tastes. At VIBE, we observed a strong turnout of customers who genuinely seek high-quality, uniquely designed interiors – people who understand aesthetics and are willing to invest in one-of-a-kind design value”, shared the company’s director.
In an age where online shopping is becoming increasingly dominant, exhibitions like VIBE still hold a unique role by offering tangible, in-person experiences – where visitors can feel the materials, assess product finishing, and interact directly with the design team to express their customization needs. At VIBE 2025, Phuc My Gia plans to make a significant investment in a showcase space styled around a specific lifestyle theme, emphasizing personalization and immersive experience. Additionally, the company will activate engaging onsite activities such as mini-games, lucky draws, exclusive promotions, and partnerships with design-industry KOLs to amplify outreach and brand visibility.
Ready for the Next Leap
With thorough preparation, from booth design to communications and after-sales service, Phúc Mỹ Gia is demonstrating a strong commitment to establishing its position in Vietnam’s premium custom furniture segment. More than just a product provider, the company aims to become a trusted partner in helping customers create unique, personalized, and sustainable living spaces.
About Phuc My Gia
Phuc My Gia is a leading provider of custom furniture in the Vietnamese market. With over 20 years of experience in the interior industry, the company is committed to delivering superior quality products and building absolute trust with its customers.
As a provider of comprehensive interior solutions, Phuc My Gia integrates product R&D, creative design, and precision manufacturing to offer customers convenience and consistency. The company places special emphasis on developing material lines that are safe for users’ health, creating healthier and more sustainable living spaces.
With the motto “Enhancing Quality of Life”, Phuc My Gia meets the growing demand for personalized living environments through fully customized home interior solutions. From kitchens to complete home spaces, the company puts the customer at the center of everything it does.
Visit Phuc My Gia at Booth BA06 at VIBE 2025, taking place from October 1–4, 2025 at the Saigon Exhibition & Convention Center (SECC), Ho Chi Minh City.
Vietnam Interior & Build Exhibition – VIBE 2025
Email: [email protected]
Hotline: +84 96 696 57 47
Fanpage: VIBE – Vietnam Interior & Build Expo
