Ambassador to Italy Duong Hai Hung has congratulated Vietnamese enterprises - the Ho Chi Minh City Investment and Trade Promotion Centre (ITPC) and the Handicraft and Wood Industry Association of HCM City (HAWA) - for their initial success in showcasing Vietnamese products in Milan Design Week in Italy - a design & brand arena of furniture businesses around the world.

While visiting the Vietnam pavilion at the event on April 18, VNA reported that the diplomat encouraged enterprises to focus on enhancing their competitiveness through good cooperation with design buyers in Italy and Europe, thus penetrating deeper into the European market, as well as other markets.

The Vietnam pavilion at Milan Design Week. Photo: VGP/HA

The Vietnamese wood industry needs substantial and systematic investment to enter and dominate higher market segments, he stressed.

The pavilion opened to visitors from April 16 - 21. Covering a total area of 360 sq.m, it showcased outstanding furniture and handicraft products from 35 Vietnamese enterprises.

Inspired by "Saigon Urban," a heritage city associated with dynamism and creativity, full of color and cultural diversity, the introduced wooden furniture items have solved the space limitations.

Ambassador to Italy Duong Hai Hung visits the Vietnam pavilion.

In keeping with the theme "Natural Materials" of Milan Design Week 2024, Vietnam Pavilion is made up of more than 400 wooden modules combined with traditional Vietnamese natural rattan materials, effectively compressed and blossomed into a colorful and creative gallery space.

Using traditional, environmentally friendly natural materials, the team of Vietnamese architects and designers has highlighted the diversity of natural materials and the message of sustainability for the exhibition space.

Visiting the booth, Italian friends were able to see products that won high awards from the 2023 and 2024 Hoa Mai Design Awards, furniture collections selected from Vietnamese furniture manufacturers, along with fine art products and sophisticated gifts handcrafted by the hands Vietnamese artisans and skilled workers.

Furniture products are displayed at the Vietnam Pavilion at Milan Design Week. Source: HAWA Vietnam

Visitors were very impressed with the spaces arranged properly to create a unique impression for each collection and bring overall harmony to the entire display space.

Vietnam is renowned for its export of furniture, ranking sixth in the world. The debut at the Milan Design Week is a significant affirmation of the creative values of the Vietnamese furniture and handicraft industry on the international stage, demonstrating its strength and potential for strong development.

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