Exhibition Highlight

CIFF Shanghai | Inaugural Stop of the Global Roadshow to Launch in Kuala Lumpur This March

How can home furnishing brands go global in 2026?In 2026, CIFF Shanghai sets its strategic focus on brand globalization and design leadership, officially launching its Global Brand Roadshow Initiative. The first stop of the Year of the Horse will be held in Malaysia. From March 23 to 26, CIFF Shanghai will bring together a group of leading Chinese home furnishing brands in Kuala Lumpur, Malaysia, for a four-day in-depth industry exchange and market exploration program.This initiative will further expand CIFF Shanghai’s international partnership network, connect with core channel resources in Southeast Asia, and promote pragmatic collaboration between Chinese and overseas home furnishing industries. Through visits to key local industry associations, dedicated promotion events, matchmaking with distributors and real estate developers, and on-site visits to leading retail showrooms, CIFF Shanghai will help Chinese brands gain deeper insights into the Southeast Asian market, explore new cooperation pathways, and strengthen the foundation for global expansion.

With Kuala Lumpur as a strategic hub, the program will bring together four key modules: policy insights, brand promotion, channel negotiations, and market research. Within just four days, it will achieve a full-chain connection from market intelligence to business implementation, laying a solid foundation for Chinese home furnishing brands to further expand into Southeast Asia.

Gathering in Malaysia, Ready for ActionUpon arriving in Kuala Lumpur, the CIFF Shanghai delegation will conduct preparatory work and consolidate market intelligence, laying the groundwork for the following activities.Government and Business Engagement | Amplifying Brand Voices“Visit to ACCCIM” As one of the most influential Chinese business organizations in Malaysia, the Associated Chinese Chambers of Commerce and Industry of Malaysia (ACCCIM) has cultivated deep local resources and strong industry insight over the years. The CIFF Shanghai delegation will hold face-to-face discussions with key members of the chamber and gain a deeper understanding of the Malaysian business environment, investment policies, market access regulations, and cooperation opportunities in the home furnishing sector. These exchanges will help remove informational barriers for Chinese brands and build an effective bridge for business communication.

CIFFCIFF Shanghai Global Roadshow – Inaugural Stop in Malaysia

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Targeting key local stakeholders in Malaysia, including distributors, buyers, real estate developers, and designers, CIFF Shanghai will present the 58th China International Furniture Fair (Shanghai), covering its exhibition layout, participation value, and global positioning. The event will highlight core strengths in design and R&D, green manufacturing, and smart upgrading, showcasing a full range of high-quality products and solutions across furniture, home décor, and smart home categories. Through on-site communication and resource matchmaking, Southeast Asian partners will be able to directly experience the quality and design appeal of Chinese home furnishing brands, helping to move cooperation from initial understanding to practical implementation.

Industry Matchmaking | Driving Targeted BreakthroughsCIFFVisit to KL & Selangor Furniture Association (KSFA)

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As a key hub for Malaysia’s local home furnishing retail channels, KSFA integrates a wide network of high-quality distributors and retailers. The CIFF Shanghai delegation will hold closed-door meetings with the association’s leadership and member representatives, engaging in in-depth discussions on key topics such as supply-demand matching, cooperation models, and logistics and warehousing. These exchanges will help advance China–Malaysia home furnishing trade cooperation from initial intent to concrete implementation.

Benchmark Project Site VisitsCIFFThe CIFF Shanghai delegation will visit project sites of leading Malaysian companies, including SLIDER DESIGN SDN BHD and ParkCity Group, a leading property developer, to explore show units and project delivery scenarios on site. Through close observation, the delegation will gain insights into local procurement standards, product preferences, and delivery requirements, enabling a clearer understanding of bulk purchasing demand in areas such as real estate fit-outs and commercial spaces, and providing valuable first-hand references for Chinese brands entering project-based channels.58Frontline Insights, Data Presentation“In-depth Visits to Local Retail Channels”。

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The CIFF Shanghai delegation will conduct immersive visits to Malaysia’s core home furnishing retail channels, covering a diverse range of formats such as high-end showrooms, mass-market retailers, and specialty home furnishing markets. Through on-site research, the delegation will investigate the mainstream price ranges of home furnishing products, consumer preferences, popular product categories, and the competitive landscape, while simultaneously collecting data on point-of-sale performance, promotional models, and channel operation strategies. By directly sensing the pulse of the market, CIFF Shanghai will provide first-hand data support for Chinese brands going global, enabling more scientific and precise decision-making.

March 23–26CIFFFrom March 23 to 26, CIFF Shanghai will launch the inaugural stop of its 2026 Global Roadshow in Kuala Lumpur, Malaysia, injecting strong momentum into the expansion of Chinese home furnishing brands in the Southeast Asian market.“Stay tuned for more highlights!”For event details, please scan the QR code to contact our event manager, Pan.“落地”。

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标杆项目实地考察

CIFF上海代表团将深入马来西亚知名企业SLIDER DESIGN SDN BHD及大型地产开发集团ParkCity Group的项目现场，实地探访精装样板间与工程交付场景。近距离观察当地家居工程采购的标准规范、产品偏好与交付要求，精准把握地产精装、商业空间等领域的批量采购需求，为品牌切入工程渠道提供第一手实践参考。

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本土卖场深度走访

CIFF上海代表团将沉浸式走访马来西亚核心家居卖场，涵盖高端精品卖场、大众消费卖场、特色家居市集等多元业态，实地调研当地家居产品的主流价格带、消费人群偏好、热门品类分布与竞争格局，同步收集终端销售数据、促销模式与渠道运营策略。通过直观感受市场脉搏，CIFF上海将为品牌出海提供一手数据支撑，让决策更科学、更精准。