Reaffirming Southeast Asian Partnerships

March was a busy month for the American Hardwood Council (AHEC) as it kicked off 2025 by reaffirming partnerships in Southeast Asia.

HAWA Expo AHEC participated in the HAWA Expo, held from 4 to 7 March 2025 at the White Palace, Hồ Chí Minh City. AHEC representatives were visited by representatives from the US Consulate General and US Department of Agriculture; as well as members from the Handicraft and Wood Industry Association of HCMC (HAWA) and Association of Vietnam Timber and Forest Product (VIFORES).

The kick-off event for the Hoa Mai Design Award 2025

AHEC Regional Director of Greater China and Southeast Asia John Chan said, “Vietnam has always been and continues to be an important market for AHEC. It is fitting that we kickstarted the year here. We were happy to be able to catch up with distributors and manufacturers of American hardwood at the HAWA Expo.”

Hoa Mai Design Award: Interdimensional Connection Established in 2002, the Hoa Mai Design Award (HMA) is organised by the Handicraft and Wood Industry Association of HCMC (HAWA) with the American Hardwood Export Council (AHEC) as the main supporter. It has become the largest and longest-running wooden furniture design competition in Vietnam.

Over 20 iterations, the competition has attracted more than 9,721 design ideas from over 9,120 contestants who hail from more than 30 universities, colleges, and companies across the country. Over the years, more than 427 of these ideas have been prototyped and brought into production. As a result, many young designers have learnt about the benefits of using American hardwood in terms of aesthetic, durability and sustainability.

The Hoa Mai Design Award’s 21^st iteration was launched on the morning of 20 March 2025 at Ice Factory, Tran Dinh Xu Street, District 1, Ho Chi Minh City.

Hoa Mai Design Award 2025 has chosen the theme "Interdimensional Connection", with the aim of discovering designs that embody strong personal imprints, reflecting the designer's personality and life perspective through the stories conveyed by their creations.

“Interdimensional connection” is not just a journey through time or space but also a bridge to memories, emotions, and individual perspectives. For each person, it holds a unique meaning, whether it is a return to the past filled with cherished nostalgia or a vision of the future where values continue to evolve and flourish. From this connection, design transcends mere furniture products to become a manifestation of emotions and personal experiences, making each creation a meaningful narrative.

Head of the Organising Committee Pham Chan Quang talking about the “Interdimensional Connection” theme of Hoa Mai 2025

HMA contestants have the opportunity to join specialised workshops in order to enhance their knowledge. They will receive dedicated guidance from a team of experienced professionals and advisors. With the support of businesses and manufacturing partners, contestants will get to directly experience the actual production process, learn from skilled craftsmen to gradually refine their designs and complete products, ensuring perfection before production and launch.

Pham Chan Quang, Head of the organising committee of the Hoa Mai Design Award 2025 Organizing Committee said, “21 years is a long journey. With the conclusion of each Hoa Mai season, Vietnam’s furniture design community welcomes more designers who have been inspired and given opportunities to pursue their design journey. Through continuous renewal efforts, we hope the 21st Hoa Mai Award will attract a large number of contestants and gain attention from businesses within and beyond the industry. In doing so, we aim to contribute, in our own small way, to maintaining and reinforcing Vietnam’s position as the second-largerst exporter of wooden furniture in Asia and the fifth in the world.”

John Chan echoed the sentiment, “Vietnam is a key furniture exporter. As such, it is crucial that we continue to inspire the next generation of young designers through the Hoa Mai Design Award. We look forward to seeing them unleash their talents and create beautiful and durable pieces of furniture using American hardwood.”

Experts and guest designers sharing perspectives on the “Interdimensional Connection” theme and suggesting ways to explore the topic for Hoa Mai contestants