Over the past few months, global trade has faced sustained pressure amid multiple uncertainties, prompting a new wave of industry reflection. Against the backdrop of shifting global trade dynamics, Chinese home furnishing enterprises urgently need to explore a sustainable path for long-term growth.

In this context, the 55th China (Guangzhou) International Furniture Fair (CIFF) continued to showcase the resilience of Chinese manufacturing with its grand scale—850,000 square meters of exhibition space and over 4,900 exhibitors. The event attracted 363,800 professional visitors, including 56,794 overseas attendees, marking a 10.91% increase from the peak in 2024 and setting a new record. Both exhibitors and visitors praised the event’s effectiveness.

At Zone B, Level 3 of the Canton Fair Complex, the newly launched SOFA PLUS Pavilion made a stunning debut—an S-shaped Starlight Avenue weaves through over 50 creative showcases, serving as a vivid testament to the transformation and upgrading of China’s sofa industry. SOFA PLUS gathers global creativity and incubates emerging markets. Adhering to the core principles of "High Quality, High Value, and High Productivity," Chinese sofa brands are taking SOFA PLUS as a springboard to evolve from "Made in China" to "Created in China," composing a new chapter on the global stage.

We interviewed exhibitor representatives to witness this strategic hub, which is driving the industry’s leap from manufacturing to innovation and from OEM to branding. Through a multidimensional brand story, cutting-edge design concepts, and deep integration with market trends, SOFA PLUS has established a benchmark for China’s sofa sector.

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The 30-year evolution of China’s sofa manufacturing industry represents an epic journey from hidden champions to brand protagonists. In the 1990s, workers produced OEM products for global markets under modest conditions. At that time, Chinese sofas, known for their low costs and high efficiency, accounted for one-third of the world’s supply but remained stuck at the bottom of the "smiling curve," suffering from a lack of brand influence and thin profit margins.

The SOFA PLUS Pavilion in 2025 completely reshaped this historical narrative. Zhang Han, General Manager of PAVARINI China, VIOLINO, noted: "Since our founding in 1991, VIOLINO has witnessed every leap of China’s sofa industry—from OEM to ODM. Today, our products reach over 90 countries and regions, a result not just of volume but of dual-driven technological and brand strength." Similarly, Mike, General Manager of EON HOME’s North American division, reflected: "Starting from the Japanese market in 1983, EON has spent 40 years evolving from OEM to ODM and now to OBM. Our brand growth stems from continuous investment in innovation and deep market insight."

As an innovative initiative of CIFF, SOFA PLUS aims to elevate Chinese enterprises’ manufacturing capabilities and brand aspirations onto the global stage. It serves as both a magnifying glass, highlighting their strength and ambition, and a catalyst, accelerating the shift from OEM-driven to brand-driven growth.

The core drivers of this transformation are technological innovation and brand building.James, General manager of Man Wah Holdings’ Export Team 3, analyzed: "By adopting smart manufacturing, we’ve upgraded sofas from single-function products to integral components of home ecosystems, meeting consumers’ demands for intelligent, personalized living." Chen Li, Vice President of Marketing & Executive Vice President of ARIS, added: "Original design is the passport for Chinese brands to access global markets. Only through innovation can we secure a place in international competition."

From sweatshop craftsmanship to brand awakening, China’s sofa industry has undergone a profound structural transformation over 30 years—from low-value OEM models to high-value ecosystems centered on technology and brand premium. SOFA PLUS seeks to catalyze this transformation, offering a globalized narrative that repositions Chinese manufacturing with a new brand story, enabling Chinese sofa brands to stride onto the world stage with confidence.

Strolling along SOFA PLUS’s S-shaped Starlight Avenue, visitors encounter over 50 creative showcases arranged like an art gallery, featuring domestic and international sofa giants. Each showcases a brand’s design language and cultural essence, bringing the essence of original design and quality to global audiences.

Jan Wout Hulstein, CEO of Asiades, remarked: "SOFA PLUS has cultivated a unique style—blending Eastern understated aesthetics with the open dynamism of international markets." Using Asiades’ leisure lifestyle philosophy as an example, he emphasized that ergonomic design and innovative materials not only fulfill functional needs but also convey emotional value, creating a home-like experience.

Meanwhile, ARIS’s collaboration with Italian designer Paula blends natural motifs into sofa designs, presenting a visual feast that harmonizes Eastern charm with international appeal, earning widespread acclaim from global audiences.

Design is not merely a product’s outward expression but also a tangible embodiment of its brand soul. SOFA PLUS’s creative showcases transform design into static displays to dynamic narratives, with each window telling a miniature brand epic that reflects enterprises’ insights into lifestyle and pursuit of aesthetics. One designer noted: "Chinese design must forge a universal language within a global context—rooted in local culture yet transcending regional boundaries—to truly achieve international recognition."

From craftsmanship to aesthetic evolution, Chinese sofa design is entering a new era of globalization. This breakthrough stems not from nostalgic cultural accumulation or indiscriminate pursuit of smart technology. True competitiveness emerges from finding the fusion point between tradition and modernity, creating differentiated advantages between local character and global trends. At the exhibition, we saw smart sofas with embedded sensors and IoT technology enabling personalized adjustments, while traditional embroidery was deconstructed and integrated into modern minimalist designs, creating unique brand identities. This "technology + culture" dual innovation epitomizes China’s cultural confidence.

SOFA PLUS functions not merely as a design hub but also a pivotal nexus for global trade and cultural exchange. The S-shaped Starlight Avenue serves as a bridge, facilitating international dialogue, business matchmaking, and intellectual exchange. Here, Chinese brands engage directly with global buyers, where commercial logic and cultural values mutually reinforce each other.

James remarked: "CIFF Guangzhou, as a bellwether of the global furniture industry, provides an efficient platform for international dialogue through its professional organization." Through SOFA PLUS, exhibitors not only connect with global buyers but also deepen interactions via curated business matchmaking activities—a profound shift in market connectivity. Jan Wout Hulstein added: "The organizers have brought together outstanding global enterprises, showcasing an industry spirit of innovation and reliability, opening a window for the world to understand Chinese design."

SOFA PLUS is not just a product marketplace but also a cultural melting pot. Chinese brands export design excellence and quality furniture while absorbing international expertise, forming a virtuous ecosystem. From traditional B2B wholesale to direct-to-consumer brand storytelling, and from cross-border design collisions to sustainable innovation, SOFA PLUS is reshaping the interaction logic between Chinese brands and global markets. This deepened connection transforms Chinese enterprises from passive supply chain participants into rule-makers and trendsetters.

From a macro perspective, SOFA PLUS drives the rebalancing of the global home furnishing industry ecosystem. It is not just an economic trade bridge but also a cultural communication medium. By integrating Chinese design into global lifestyles, Chinese brands are rewriting the cultural map of the furniture industry—from manufacturing-centric exports to cultural-driven exports, achieving a leap in soft power.

Standing at the pinnacle of SOFA PLUS, Chinese sofa brands are transitioning from followers to leaders in the global landscape.

Chen Li asserted: "We will continue to advance original design, integrate global supply chains, and propel the transition from product exports to brand globalization. In the evolving global soft furnishing market, Chinese brands will undoubtedly become dominant forces." Yu Pengcheng, Brand Operations Director of NEVEITALIA EVERGO, added: "CIFF’s empowerment has expanded our global vision, and we anticipate to deeper resource collaboration."

The convergence of brands fosters new opportunities, and the convergence of design philosophies unlocks boundless potential. Chinese sofa brands will further evolve into lifestyle trendsetters. Through the fusion of smart manufacturing and green design, Chinese enterprises are poised to lead the global furniture industry’s sustainable development. At the exhibition, Man Wah’s smart sofas achieved energy efficiency optimization and personalized customization, while ARIS piloted commercial pathways for green design with recyclable materials. As the catalyst of this transformation, SOFA PLUS will continue to advancing global leadership.

The highland knows no bounds—only boundless possibilities; it is not just a vista but the overture to the future. Here, Chinese sofa brands march onto the world stage with confidence, lead trends with innovative power, and carve out their own brand legacy.

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