RI's Home Decoration Products Are Selling In South Africa, Record Potential Transactions Of IDR 8.5 Billion

JAKARTA - The furniture and decoration products of Indonesian homes are selling well in South Africa.

This is reflected in potential transactions of 520,500 US dollars or equivalent to Rp8.5 billion at the Decorex Johannesburg Exhibition.

The exhibition will be held at the Sandton Convention Center, Johannesburg, South Africa, from 24 to 27 July 2025.

The head of the Johannesburg Indonesian Trade Promotion Center (ITPC), Efri Yenni said, Indonesia's participation in this exhibition is one way to open new markets and increase market access and promote Indonesian products in South Africa.

"The determination of the reciprocal tariff by the United States, which is also one of the main countries for exporting Indonesian furniture and home decorations, can be used as a driving force to find new alternative markets in non-traditional countries," he said in an official statement, Thursday, August 7.

Yenni said potential transactions this time reflected the enthusiasm and positive response of visitors who were very encouraging to Indonesian products.

During the four days of the exhibition, it was recorded that more than 1,000 people visited the Indonesian Pavilion.

According to Yenni, the furniture market in South Africa has experienced significant growth in recent years. This is because there are changes in consumer preferences that tend to choose aesthetically, practically and environmentally attractive furniture and home decoration products by combining style, functionality, and affordability.

"With the advantages of the design and quality of the products they have, Indonesian home furniture and decoration products will be easily accepted by the South African market," he said.

Moreover, Yenni continued, South Africa is not a wood-producing country that can be processed into furniture or home decorations.

"The price strategy also needs to be a concern for Indonesian exporters considering that logistics and entry rates to South Africa are currently still high," he said.

For your information, the export value of Indonesian home furniture and decorations to the South African market in 2024 will only reach 15.3 million US dollars.

This value is only 2.37 percent of South Africa's total imports of furniture and home decorations from the world which reached US$647.8 million.

The main competitors for Indonesian furniture and home decoration products in the South African Market include China, Thailand, Poland, Germany, and Vietnam.

Yenni said at this exhibition, as many as five furniture exporters and home decorations came directly to actively participate in this exhibition, namely CV Dollar Furniture, PT Indo Risakti, PT Koloni Timur, CV Sorajati Dharma Biru, and CV Ride One Gallery.

These companies are the result of the curation of the Indonesia Design Development Center (IDDC) under the guidance of the Directorate General of National Export Development, Ministry of Trade.

Several importers and distributors of South African home furniture and decorations such as Mr. Price Home, Sotran, Firehouse, Heather Gate have expressed interest in all products exhibited at the Indonesian Pavilion.

In fact, one of the participants of the Indonesian Pavilion, namely CV Dollar Furniture, has had a serious meeting with Mr. Price Home after the exhibition was over in Durban.

Yenni bilang, importir Sotran menyampaikan akan melakukan kunjungan ke pabrik PT Koloni Timur, PT Indo Risakti, CV Sorajati Dharma Biru, dan CV Ride One Gallery pada September mendatang.

“Diharapkan pengiriman produk dapat segera dilakukan pada tahun ini, sehingga produk furnitur dan dekorasi rumah Indonesia dapat ditemui di retail dan mal-mal Afrika Selatan,” ungkap Yenni.

Yenni said that Sotran importers said they would visit the PT Koloni Timur factory, PT Indo Risakti, CV Sorajati Dharma Biru, and CV Ride One Gallery in September.

"It is hoped that product deliveries can be made soon this year, so that Indonesian home furniture and decoration products can be found in South Africa's retail and malls," said Yenni.