Cover Darren Chew (right), Founder and Creative Director of District Eight, and Nguyen Dinh Hoa (left), Architect and Co-Founder of LAITA, reflect on the role of international design awards in globalizing Vietnamese furniture brands
Darren Chew (right), Founder and Creative Director of District Eight, and Nguyen Dinh Hoa (left), Architect and Co-Founder of LAITA, reflect on the role of international design awards in globalizing Vietnamese furniture brands
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Darren Chew of District Eight and architect Nguyen Dinh Hoa of LAITA reflect on the role of international recognition in affirming Vietnamese furniture brands’ position in the world
As Vietnamese furniture brands continue to capture international attention for their creative ingenuity and a robust manufacturing infrastructure, an essential question arises: Can prestigious global awards such as Red Dot or iF Design Award truly serve as the ultimate launchpad for homegrown brands looking to conquer the global market?
From two different perspectives, Darren Chew and Nguyen Dinh Hoa engage in a profound dialogue on brand credibility, long-term strategy, and the path forward for Vietnamese design to define its own unique voice.
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With Vietnamese furniture firmly marking its footprint on the contemporary design map, is it practical that international awards such as Red Dot or iF Design Awards act as a global catalyst for local brands?
Above Nguyen Dinh Hoa, Architect & Co-Founder of LAITA
Nguyen Dinh Hoa, Architect & Co-Founder of LAITA
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Yes
Recognition from prominent design awards and platforms certainly creates a certain shift. It serves as an important form of validation, instilling confidence in young brands regarding their creative direction while building greater credibility as they approach the market. These awards also allow Vietnamese brands to benchmark themselves against global quality standards, earning recognition from connoisseurs through their unique creative narratives and cultural contexts.
However, the foundation of sustainability lies in long-term strategy, resource management, and consistency in creation. Every year, thousands of new designs emerge around the world, an award alone cannot be instantly converted into commercial success.
For LAITA, our design awards have unlocked numerous opportunities for collaboration and commissions, though most of them come from the domestic market. Vietnamese customers are gradually viewing design as an essential element of contemporary living, which is a promising signal, not just for the furniture industry, but for the creative sector as a whole.
Above Darren Chew, Founder & Creative Director of District Eight
Darren Chew, Founder & Creative Director of District Eight
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No
International awards bring rapid attention and visibility, but positioning a Vietnamese furniture brand in the global market is ultimately a marathon of endurance and operational reliability. The lingering stereotype that Asian-manufactured products are often inexpensive or lower-tier still persists. For that reason, District Eight chooses to collaborate with established international designers. This anchors our brand equity from the outset, prevents us from being undervalued, and gradually reshaping global perceptions of products originating in Vietnam.
Good design is a prerequisite, but what sustains a brand’s longevity is its operational excellence, distribution infrastructure, and maintaining a consistent market presence. Vietnam holds a tremendous competitive advantage thanks to its established manufacturing ecosystem and the fierce entrepreneurial spirit of a new generation of local brands. It is this exact combination that I believe will empower Vietnamese design to gradually form its own voice and gain definitive international recognition in the years ahead.
This article is adapted from the original story “The Weigh-in: Liệu giải thưởng quốc tế đã đủ để trở thành đòn bẩy cho thương hiệu nội thất Việt trên thị trường toàn cầu?” by Sâm Chánh, first published on Tatler Vietnam.
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