Quick answer: Vietnam's exports of wood and wood products reached about US$13.43 billion in the first nine months of 2026, up 7.3% year on year. The US remains the largest market but declined, while China and Japan grew. Market diversification means furniture plants must meet more, and different, appearance standards — and the finish is where customers see quality first.
The 9-month export picture
| Market | Share | Year on year |
|---|---|---|
| United States | 50.1% | −4.6% |
| China | 15% | +43.4% |
| Japan | 12.5% | +5.3% |
Source: Ministry of Agriculture and Environment, via Doanh nghiệp & Tiếp thị (12 Oct 2026).
The industry's full-year target is US$19 billion, but according to Ngô Sỹ Hoài of VIFOREST, the most likely outcome is around US$18–18.5 billion. Notably, high-value wood products were almost flat over the first eight months — pressure to raise product value rather than just volume.
More markets, more appearance standards
When one plant produces for US, Japanese and Chinese buyers at the same time, each customer typically has its own colour master, gloss level and tolerances. The defects that lead to returns or claims are often not structural but on the surface:
- Colour variation between lots, or between assembled parts of the same piece (doors, carcass, tops).
- Gloss variation — especially with matte finishes, where the eye is very sensitive to small differences.
- Colour that changes under different light sources (metamerism) between showroom and factory.
Controlling wood-finish colour and gloss with data
- Measure gloss at the right angle: On matte surfaces, 60° readings are often too low to discriminate; 85° suits very low-gloss finishes better (see: Choosing a gloss angle: 20°, 60° or 85°). A three-angle meter such as micro-TRI-gloss measures all three at once.
- Measure colour against a ΔE tolerance agreed with the customer, and keep digital colour standards so all plants and subcontractors work to one standard (see: Digital colour standards).
- Check under several light sources to catch metamerism before shipping.
- Record data by lot to have objective evidence in customer discussions.
A view from K&K Chemical
As export markets diversify, consistency becomes a competitive advantage for furniture makers. K&K Chemical supplies additives for wood finishes and BYK-Gardner colour and gloss instruments to help wood-coatings producers and furniture plants control appearance to each customer's requirements.