Full-Scale Push into the Southeast Asian Market
Experience-Based Showroom and Office
Fursys has opened a showroom and office in Ho Chi Minh City, Vietnam, and is beginning full-scale local sales operations. This expansion is a strategic move that leverages the timber and chair production infrastructure Fursys already holds in Vietnam to strengthen its presence in the Southeast Asian market and to accelerate its global market expansion.
Newly opened this past September, Fursys' Ho Chi Minh showroom was built on a scale of more than 100 pyeong in a key local business district, and it operates as an 'experience-based working showroom' where visitors can try Fursys' premium office furniture products in person. The space is intended to serve as a platform where local corporate clients, interior firms, and dealers can see Fursys products firsthand and receive proposals for customized office environment solutions. Alongside its entry into the Vietnamese market, Fursys plans to unveil a locally tailored product lineup. Centered on benching desks, standalone desks, and ergonomic chairs that reflect the needs of Vietnamese customers, the company plans to offer products with designs, specifications, and price points optimized for the local market. In particular, Fursys—which holds more than a 60% market share in Korea and over 40 years of accumulated B2B business expertise—will target the premium market with weapons such as rapid product supply through local production in Vietnam, excellent quality, and prices that are 20–30% more competitive than those of major global furniture brands. Going forward, Fursys plans to use this Ho Chi Minh showroom as a base to expand its dealer network and distribution partnerships across Vietnam. In addition, through diversified marketing—including the provision of shared office space and the operation of office consulting programs for businesses—the company intends to continuously strengthen its brand awareness and sales capabilities in the Vietnamese market.
▲ A view of the Fursys showroom and office in Ho Chi Minh City, Vietnam