From March 15th to March 19th, the city of Dongguan hosted one of the most dynamic events in the global interior design scene: the 55th edition of the International Famous Furniture Fair (3F Fair), held at the impressive Guangdong Modern International Exhibition Center.

Located in the heart of the Guangdong Province, one of the most productive and influential manufacturing regions in the world, Dongguan stands out as a city that is evolving beyond its industrial identity. No longer just a furniture production hub, it is actively shaping a new narrative: one that connects factories and clients, creating a meaningful link that has become essential in building long-term relationships within the industry.

The exhibition itself reflects this ambition. Founded in March 1999, the fair has successfully reached its 55th edition, establishing itself as the most prestigious international home furnishing exhibition in China. With an exhibition area exceeding 700,000 m² and more than 1,200 brands from around the world, it attracts over 350,000 professional visitors, confirming its position as a key reference point for the entire sector

An Explosive Venue and an Exclusive Pre-Show Experience

The fair’s location is nothing short of impressive. The architecture of the exhibition center is intuitive, designed to guide visitors seamlessly through its vast and diverse halls. The scale is monumental, yet surprisingly easy to navigate—an essential feature for such a large event.

Before the official opening, an exclusive pre-show day welcomed VIP guests, industry leaders, and international media. A conference introduced the vision and direction of the fair, with the presence of key chairmen and major figures in the industry, who also took part in the official ceremonies. During the conference, Xu Xiangnan, Chairman of the World Furniture Federation, emphasized how the furniture industry is not only about production, but also a reflection of societal progress and the collective aspiration for a better quality of life.

Adding further perspective, Ricky Wong, Vice Chairman of the Hong Kong Furniture Federation, highlighted a significant shift within the industry toward open collaboration and resource sharing—an approach that is injecting new energy into the sector. He also underlined the growing importance of green design and digitalization, now seen as essential drivers for sustainable development and the pursuit of carbon neutrality.

The day concluded with a Gala Dinner that celebrated Chinese culture in its fullest expression—from refined cuisine to traditional dance performances and live music. It was not only an elegant moment, but also an informal setting where business conversations flowed naturally, reinforcing the importance of personal connections in this industry.

The 3F Fair is structured as a comprehensive and well-organized ecosystem, where each hall is carefully designed to represent a specific segment of the home furnishing industry, from international design and emerging brands to large-scale manufacturing and permanent showrooms. The exhibition plan reflects a strategic vision that goes beyond a traditional trade show. Instead of a linear visit, the fair encourages a dynamic journey, guiding visitors through different layers of the industry: innovation, production, design research, and market application. Each pavilion is not just a display space, but a curated environment with its own identity, atmosphere, and target audience.

Hall 3 - the International Pavilion offered a curated selection of collectible collections and innovative concepts.
There is a clear shift from pure manufacturing aesthetics toward original design thinking. Texture, materiality, and functional features play a central role. Upholstered furniture stands out for its exceptional comfort, with a strong focus on promoting well-being. Natural materials are widely used, and many brands embrace biophilic design by integrating greenery into their displays, creating calming and immersive environments. What truly stands out, however, is the approach of the exhibitors: rather than simply selling products, they prioritize understanding the needs of their clients before even discussing quotations. It’s a more thoughtful, relationship-driven way of doing business. One of the most interesting trends was the transformation of technical objects into decorative elements. Fitness equipment, for example, is no longer confined to gyms but reimagined as pieces that integrate seamlessly into home interiors.

One of the most innovative aspects of the 3F Fair is represented by Hall 9 - Famous Furnishings Expo Park. More than just an exhibition space, it functions as a permanent extension of the fair itself. Open all year round, it offers companies the opportunity to maintain visibility beyond the traditional five-day event. This continuous platform allows buyers and professionals to revisit collections, build connections, and explore products at any time. Within this space, designers are becoming increasingly central. A dedicated center has been created to host events, meetings, and collaborations, reinforcing the role of design as a driving force in the industry. Within this dynamic environment, several brands stand out, including Gioia, CS Home, Dvira, Carbine, Basha Home, and LeeVida, each contributing to a diverse and forward-looking showcase of contemporary living solutions.

A key highlight of Hall 9 is the dedicated space for emerging designers. More than just a display area, it acts as a true meeting point for creativity and innovation: a hub where designers, brands, and industry professionals can connect, exchange ideas, host events, and develop new research. This focus on emerging talent reflects the growing importance of design as a driving force within the industry and reinforces the fair’s commitment to nurturing the next generation of creatives.

Beyond the Fair: Exclusive Factory Tours

The 3F experience goes far beyond the exhibition halls. Selected guests had the opportunity to take part in exclusive industrial tours, visiting some of the most renowned factories and showrooms in the region. Among them, Coomo stands out as a leader in high-end furniture. The company perfectly blends traditional values with innovation. Even the architecture of its headquarters is remarkable: a modern structure surrounded by greenery, water features, and cascading elements that create a serene and inspiring environment.

Another highlight was De Rucci, a brand that has elevated the concept of sleep into a true experience of well-being. Beyond producing high-quality mattresses, the company offers an immersive journey into the world of sleep. Guests are guided through a museum-like space that explores the importance of rest through sound, touch, and direct product interaction. Their strong investment in research reflects a deeper understanding: sleep is one of the fundamental pillars of our well-being.

In contrast, the Dongguan New Force area (Halls 4.2-7.2) offers a completely different atmosphere. The exhibition design here is darker, almost entirely black, creating a sense of immersion that enhances the visitor experience. This space showcases a more experimental and distinctive design language, highlighting emerging brands and new creative directions. It feels bold, unconventional, and forward-thinking - an indication of how the next generation of designers and companies is reshaping the industry.



“What sets 3F apart is its ability to merge a strong local identity with international exhibition standards. The products on display are not only numerous but carefully curated, and the presence of innovative technologies makes the fair a complete experience for both buyers and media professionals. Compared to other fairs in Asia or Europe, 3F offers a balanced mix of high-level local manufacturers and innovations that attract an international audience.”