Page 17 - FDMAsia MayJun 2025

FEATURES 15
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FDM: Recently, AHEC participated in the 40th Shenzhen
Creative Week and the interzum guangzhou 2025 exhibition.
What positive outcomes have these events had in promoting
American hardwood in the Chinese market? Are there

plans for AHEC to carry out similar promotional activities
in China throughout the rest of the year?

Mr. John Chan: The China Shenzhen Creative Week & the
40th Shenzhen International Furniture Expo was held from
March 16–19, 2025, at the Shenzhen Exhibition & Convention
Center. Recognised as one of China’s most influential platforms AHEC participated in the 40th Shenzhen Creative Week
for creativity and innovation, Shenzhen Creative Week has
established itself as a leading event in the furniture and meaningful exchanges with interior designers, architects, and

interior design industry. other stakeholders about expanding the use of American
For AHEC, this event offered an exceptional opportunity to hardwoods in environmental design, architecture, and premium
showcase the sustainability and design potential of American furniture manufacturing.
hardwoods to a broader audience. Despite current global challenges—such as economic
By participating in both Shenzhen Creative Week and uncertainty, real estate fluctuations, and shifting trade
interzum guangzhou 2025, AHEC was able to engage directly dynamics—China’s furniture and interior design industries
with a wide range of industry professionals, including designers, continue to advance rapidly, especially in the direction of

architects, and manufacturers. high-end, eco-conscious development.
These events allowed us to promote the environmental This progress has not only shaped domestic trends but
benefits of American hardwoods and emphasise the unique also had a growing impact across the ASEAN region. With
aesthetics and versatility of US hardwood species in design. its unique combination of sustainability, beauty, and versatility,
At AHEC’s 150-square-meter booth—our debut presence American hardwood is well-positioned to meet the evolving
at Shenzhen Creative Week—we introduced our sustainable needs of these markets.
hardwoods through an immersive experience that demonstrated We view Shenzhen Creative Week, alongside the International
their application across furniture, bedrooms, kitchens, living Furniture Expo, as a valuable platform for fostering global
rooms, and flooring. trade cooperation and business growth. Encouraged by this

We focused on conveying the value of natural materials year's positive outcomes, AHEC is considering returning to
in addressing climate change and supporting sustainable exhibit next year.
design. Increasingly, designers are seeking green-certified In addition, AHEC will host a series of seminars in 2025,
materials, and these events enabled us to communicate how bringing together not only architects and interior designers but
American hardwoods—sourced from responsibly managed also timber importers and furniture manufacturers.
forests—can meet those standards while inspiring creative, These events will focus on exploring the design possibilities
high-quality designs. and practical applications of American hardwoods, aiming to

The exhibitions also provided a valuable platform for deepen market understanding and foster collaboration across
dialogue with long-time partners and new contacts. We had the value chain.