Thailand’s furniture industry has received negative impacts from the country’s Economical recession. Export figure has been sharply decreasing. Thailand used to be the leading exporter in Asean markets. But at present many neighboring countries have successfully developed their manufacturing process. Their products already meet the high standards of quality and prices. Meanwhile Thai products cannot escape from the pricing problem. Thai manufacturers can no longer produce copycats with competitive prices because of many reasons: wage problems and shortage of raw materials that are more expensive. More importantly, Thailand is now in lack of development potential with the developed countries.
     In addition to production problems, Thai product designers have yet to improve the quality of their works that should be equally innovative, unique and creative when compared with the products of neighboring competitors. In fact, Thai designers tend to copy outstanding designers of world-class furniture. As a result, Thai furniture fails to fulfill the needs of foreign clientele. Thai designers are discouraged to create innovative works because of many reasons; namely, lack of chances or inspiration. Many furniture design contests have been organized but details and exporting potential of the winning entrants have been overlooked. Another important problem is the lack of vigorous cooperation and mutual acceptance among the manufacturers and designers. Thai is therefore a main obstacle barring Thailand from the persistent development to be at the forefront of furniture industry.
     Little marketing researches have been undertaken to find out the client’s taste, appropriate prices and direction and tendencies in the markets. Thai brand-name awareness is still far from reality. In fact, some Thailand-made furniture are possibly brought back by Thai consumers to decorate their houses in The Kingdom.
     Realizing all the aforementioned problems, the Export Promotion Department of the Ministry of Commerce joins hands with Decorative Artist Association of Thailand to seek the solution by organizing “Design Improvement Project to Promote Furniture Export”. The main objective is to improve the appearance of Thai furniture by emphasizing the designing processes. The attractive designs will increase the prices of the complete products. Moreover the project is to encourage the mutual cooperation between designers and manufacturers whose reciprocal support is vital for developing new design and innovative creations. The outstanding designs attracting the right target group of buyers will automatically create the brand-name awareness. Moreover, it will provide more job offers and encourage better revenue distribution among young new designers whose contribution is vital for the progresses of the industry.
     As a resulf, about 20–30 leading designers of the country are invited to create works that will enhance the national fame. Creation will be on display for public view and developed for export in the future. Design contests are also organized for all interested designers who would like to show off their creativity or even sell their products. The winning entrants will be then developed for export. The project also has a plan to search for an outlet to be made into a furniture purchasing center. Another aim is to assure the protection of intellectual property of the design works as well as rewards for the designers. The project hopes to organize seminars to outline the trends of designing and marketing in the actual circumstances. Topics will include marketing, brand-name creation, design development and manufacturing and marketing strategy planning. Lastly, it is responsible for organizing public relations campaigns promoting the winning entrants through various media both in Thailand and abroad.
     The project hopes that furniture of new innovative designs will be created to meet the demands of international markets while Thai designers have an outlet to show off their potential to go into international arena. Furniture factory owners will have greater chances in expending their markets both in Thailand and abroad. They will also create the brand-name awareness among both Thai and foreign clientele.
     The project wholeheartedly encourages all Thai manufacturers and designers to compete against international competitors. Thai workmen are not in lack of expertise. On the other hand, they are highly capable. Missing is the unity and serious cooperation among those involved with this business. It is high time for Thai furniture to stand out and win the hearts all over the world.