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MIFF, one of the world's best furniture fairs

MIFF,  one of the world's best furniture fairs

Malaysia has some catching up to do with the likes of Singapore, Thailand and the Philippines, but I believe that there is enough home-grown fervour to do so, given time. The entries into the MIFF FDC competition (previously Ideation) provided a mere glimpse of this.

However, despite these faults, MIFF remains one of the world's best furniture fairs. I quantify 'best' loosely in terms of its services, reach, and sense of community - and in its potential. When UBM bought the show last year, I immediately saw how the event giant's strengths would benefit MIFF - with a massively enhanced visitor database, for starters.

However, I also feared that a change of ownership might mean and end to those near-intangible strengths that gave MIFF its identity - its people and methods, well honed through nearly 20 years of exhibition hosting.  ekonglong furniture

It's now clear that UBM has ambitions for MIFF - including the addition of a new 30,000 sq m exhibition centre at the aforementioned MECC site. The presence of Malaysia's sizeable Muar Furniture Group this edition lent a great deal of validity to this venue (which was near-empty last year) and to MIFF's expansion plans overall, and gave visitors plenty of new faces to see on-site.

And, through it all, the approach remains the same. "Why change a winning team?" Says UBM Asia CEO Jime Essink, when I explain my prior concerns over the handover. He tells me that UBM has brought newer marketing methods to the show, and, obviously, wider reach - but that MIFF is already "very good at what it does". What it needs, he contends, is space - and he is confident that once the appropriate exhibition vacancies are established, MIFF will quickly become the undisputed - if not sole - furniture marketing platform in Malaysia.

That's not to mention SEAFIE, UBM's new September event, an import/export show designed to reach the upper-middle echelons of Malaysia's domestic market - and those of its ASEAN neighbours. According to Jime, there's a market for high-end German kitchens in South-east Asia, and SEAFIE will neatly cross over with the final day of UBM's Goliath Furniture China in Shanghai.

As it stands,  MIFF is providing a good home to Malaysia's few design-oriented initiatives, as well as its best-established players. Given the evidence - and the Malaysian Government's lofty ambitions for the furniture sector - it will become even more so in coming years.

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