HOMELIFE Brand Overseas Exhibition Series | Indonesia Station: From Price Competition to Value Deep Cultivation, Jointly Forge a New Growth Hub in Southeast Asia

Against the backdrop of rising global uncertainty, the logic behind Chinese enterprises' global expansion has shifted from low-price competition to stable supply, localized deep cultivation, and co-development of long-term channels.

A truly valuable overseas market is not just one with a large scale, but one that boasts real growth, sustained demand, clear pathways and actionable conversion. And in the current landscape of Asia, Indonesia stands out as one such rare "market of certainty".

Indonesia is undergoing real Consumption Upgrade and restructuring of its retail system, with a high dependence on external supply chains. The home furnishing market has bid farewell to low-price competition, and local low-end homogeneous production capacity is being phased out. Stable compliance, Localization adaptation and long-term co-development have become the core keys to success.

the largest economy in Southeast Asia
Real and convertible growth market

As the largest economy in Southeast Asia, Indonesia boasts the region's largest and youngest-structured population base. Backed by its huge population, an expanding middle class, and rapid urbanization, coupled with multiple dividends including the national capital relocation project, the recovery of the cultural tourism industry, and the rollout of affordable housing, Indonesia's home furnishing industry is witnessing tangible explosive growth.

More importantly, this is not a "potential dividend", but consumer spending power that has already started to materialize. In recent years, e-commerce platforms have expanded rapidly, with platforms such as Shopee and Tokopedia continuing to see strong growth. By 2026, Indonesia's e-commerce Gross Merchandise Value (GMV) is projected to reach 1210 billion US dollars, accounting for 52% of the total e-commerce GMV in Southeast Asia.

▲ Indonesia ranks first in terms of e-commerce market size across Southeast Asia

The consumption structure of the super market
with 280 million population continues to upgrade

Home, kitchen & dining, and gift products are shifting from "function-driven consumption" to "experience-driven consumption", which provides Chinese brands with an upgrade path from price advantage → value advantage → brand premium.

The construction of the new capital

has given rise to epic-scale procurement demands

The construction of Nusantara, Indonesia's new capital, is generating epic demand for home furnishing products. The infrastructure cost for the capital relocation amounts to 32 billion US dollars, attracting 60 billion US dollars in foreign investment, which presents a wide range of opportunities and projects for Chinese investors.

As of early 2026, the committed private investment flowing into the new capital has reached around 72 trillion Indonesian rupiah (equivalent to approximately 32 billion RMB), covering multiple sectors including residential properties, infrastructure, energy, and commercial facilities. With government civil servants starting their relocation in early 2026, demand for household daily necessities, essential supplies, home decorations, and work furniture is being released in a concentrated manner — the construction of the new capital is projected to drive demand for building materials on the scale of hundreds of billions of RMB.

More notably, the Indonesian government has mandated the relocation of 5 million people by 2028, which means that in addition to demand for residential housing and household goods, procurement demand for schools, hospitals and office buildings will be unleashed in a concentrated manner.

政策加码，进入印尼的“最好时机”

尽管全球经济承压，印尼经济仍展现强劲韧性：2025年第三季度GDP表现强劲‌，同比增长‌5.04%‌，略高于市场预期，按现价计算GDP为‌6060万亿印尼盾‌（约合‌3626亿美元‌），家庭消费贡献率最高，达‌53.14%‌，固定资产投资和出口也显著拉动增长，‌政府推出住房、消费刺激等计划以促进内需。 

As of June this year, 324,213 units of affordable housing have been completed nationwide under the 3 million affordable housing program launched by the Indonesian government in 2025. The continuous release of massive orders for residential soft furnishings and whole-house supporting facilities has ushered in a golden window period of dual growth in both the retail and engineering sectors for the home furnishing industry.

More importantly, against the backdrop of the China-ASEAN Free Trade Area and regional trade agreements, Chinese manufacturing products are entering Indonesia with more favorable tariffs, smoother logistics channels and more stable policies. By 2026, over 90% of commodities traded between China and other RCEP member states will gradually enjoy zero tariffs, with tariffs on home furnishing categories being significantly reduced, which will substantially cut trade costs.

The supply chain is highly dependent on imports
and Chinese manufacturing is naturally well-suited

Indonesia has relatively limited local manufacturing capacity, and categories such as home goods, daily necessities, and gifts have long been highly dependent on imports, which creates a natural entry point for Chinese enterprises. Made-in-China products boast comprehensive advantages in terms of cost-effectiveness, stable production capacity guarantee, leading delivery efficiency, full-category supply capability, and flexible customization, which are highly aligned with the structure of the Indonesian market. Participating in the exhibition is not just about "selling products", but also a key gateway to establishing long-term and stable supply-purchase relationships with local wholesalers, distributors, and chain retailers.

Expanding the scope of local
currency settlement to mitigate cross-border capital risks

▲ The People's Bank of China and Bank Indonesia

 Hold the 2nd Governors' Meeting under the Joint Working Mechanism

Track Insights
Which fields are currently experiencing explosive growth?

In Indonesia, households with a population of over 200 million are reshaping their living spaces, shifting from "functional" to "aesthetic" and "enjoyable"; meanwhile, China's home and gift industry, bolstered by its manufacturing foundation, cost advantages and innovative design, is embarking on a brand-new "golden route".

▲ Sales of Fast Moving Consumer Goods on E-commerce Platforms
maintain steady growth from 2022 to 2025

Household Daily Necessities:

The Upgrade Wave Driven by High-Frequency Inelastic Demand

With the advancement of urbanization and the continuous growth in the number of small-sized households, single people and small families, Indonesian consumers' demand for lightweight, easy-to-store household daily necessities that combine good looks and practicality has increased significantly. The homewares market, covering kitchen supplies, storage systems, home decorations and other related products, is projected to grow from approximately USD 128.6 billion in 2025 to around USD 198.4 billion in 2031, representing a compound annual growth rate of about 7.5%.

Among these, high-frequency categories with inelastic demand such as daily health and care products and cleaning supplies have maintained steady growth in sales volume, becoming the core segment for long-term restocking of the channel.

Kitchenware & Tableware:

A Steady Consumption Market for Muslim Households

As a country with a Muslim-majority population, Indonesian households attach great importance to home cooking and family dining scenarios, which has kept kitchen and tableware products in a state of high frequency, stable and inelastic demand for a long time. The overall size of Indonesia's tableware market is projected to reach approximately 2.8 billion U. S. dollars in 2025, with a compound annual growth rate (CAGR) of around 4.5% between 2023 and 2025. Among these products, kitchen and dining accessories, dinner plates, melamine tableware and other categories have become the basic product lines with sustained high sales volume.

Meanwhile, the size of Indonesia's household cookware market is projected to grow from USD 1.52 billion in 2025 to USD 2.48 billion in 2035, representing a compound annual growth rate (CAGR) of approximately 5%, with the estimated CAGR for the 2025-2035 period standing at 5.04%. Daily high-frequency cookware items such as non-stick pans, cast iron pots, and pressure cookers form a long-term, replicable sales structure.

Beauty & Personal Care:

The Beauty Economy Amplified by Social Media

The beauty and personal care market in Indonesia continues to expand, mainly driven by urbanization, a young demographic structure and digital consumption habits. The total revenue of the cosmetics market has reached 9.17 billion US dollars, and it is expected to approach 10 billion US dollars by 2028.

Skincare products account for the largest market share, with anti-aging, moisturizing and whitening being the key growth drivers; the tropical climate has fueled a continuous rise in demand for hair and body care products (shampoos, conditioners and treatment products); beauty influencers and social media trends have reinforced the emotional consumption attributes of cosmetics and fragrances.

It is worth noting that Halal certification is almost a threshold for market entry, and the vast majority of products must comply with Indonesia's Halal standards.

户外休闲及运动：自然资源催生的装备热潮

Indonesia's abundant natural resources, including islands, volcanoes and rainforests, have made outdoor activities such as hiking, camping, diving and cycling extremely popular, directly driving the consumption of related gear. According to Statista, the revenue of Indonesia's sports equipment market is projected to reach around 5.9 billion U. S. dollars in 2025, with an annual growth rate of approximately 6.3%.

The sports participation rate of urban residents keeps rising, and fitness, running and cycling have gradually become daily leisure activities. The e-commerce channel for sports goods has seen particularly rapid growth, with the market size projected to reach approximately 2.042 billion US dollars by 2028 at a CAGR of 18.8%. Categories such as fitness equipment, sportswear, sports shoes and outdoor gear have become high-frequency best-selling segments on the platforms.

Gifts and Work:

Stable Fundamentals Coexist with Explosive Growth Milestones

The size of Indonesia's office supplies market is projected to register a compound annual growth rate of 1.7% from 2025 to 2030. Part of the market growth stems from the long-term inelastic demand for basic stationery in the education sector, as well as the steady corporate procurement demand for work and branded gifts. Basic categories such as paper, notebooks, sticky notes, marker pens, highlighters, and premium writing instruments will maintain steady growth.

On the gift front, scenarios such as religious festivals, weddings and anniversaries present highly pronounced periodic surge characteristics. The size of Indonesia's personalized gift market stood at approximately 850 million U. S. dollars in 2025, and is projected to grow to 1.82 billion U. S. dollars by 2034, representing a compound annual growth rate (CAGR) of around 8.8% over the next decade. Customized accessories, photo-themed gifts and emotional value-oriented products are emerging as the core growth drivers.

HOMELIFE Exhibition
Make every overseas voyage more efficient

12th HOMELIFE Indonesia Exhibition 2026
continue to serve as a hub connecting Emerging Markets
11.25-28 | Jakarta International Expo
Beyond the Exhibition
and serves as a key trendsetter for insights into the consumer market in Southeast Asia

Authoritative Endorsement · Comprehensive Product Range

As the only 4-day long B2B professional exhibition for Chinese independent brands, HOMELIFE Indonesia Exhibition showcases five major categories including home daily products, kitchen & tableware, beauty & personal care, outdoor sports, and gifts & work, which precisely caters to Indonesia's consumer demands. Meanwhile, it has received high recognition and full support from nearly 30 authoritative local Indonesian trade associations and organizations such as the World Retail Congress, the Indonesian Electronic Commodity Enterprises Association, and the Indonesian Event Industry Council.

30,000+ Professional Buyers · Precise Matching

The exhibition will attract a pool of over 30,000 high-quality buyers, connecting retail, e-commerce, distribution and manufacturing networks to help enterprises quickly secure orders and steadily expand into the Southeast Asian market, with every connection leading to targeted orders and sustained growth.

Preview Platform Launched: Capture Buyers' "First Impression"

展会特别打造“预展线上平台”，从“被动等客”到“主动锁客”。展前企业可提前测试产品热度、精准对接潜在买家。产品上传平台后，将直接面向我们平台聚合的庞大海外买家社群进行展示。您能清晰地看到：热门搜索关键词、产品浏览量、感兴趣的买家情况、主动行为量等核心数据。同时引入AI Agent智能接待系统，实现全天候自动接待海外买家、智能产品推荐与询盘回复、线索自动沉淀与跟进、提升询盘转化效率，让品牌在买家进入展会前，就成为“第一眼看到的企业”，真正实现：展前即获客、展中高成交、展后持续转化。

The exhibition has specially created an “online pre-exhibition platform", shifting from “passively waiting for visitors" to “proactively locking in clients". Prior to the exhibition, enterprises can test the popularity of their products in advance and precisely connect with potential buyers. Once products are uploaded to the platform, they will be directly displayed to the massive overseas buyer community aggregated on our platform. You can clearly view core data including popular search keywords, product views, information on interested buyers, and the volume of proactive interactions. Meanwhile, an AI Agent intelligent reception system is introduced to realize 24/7 automatic reception of overseas buyers, intelligent product recommendation and inquiry response, automatic lead accumulation and follow-up, thus improving inquiry conversion efficiency. This allows brands to become "the first company buyers set eyes on" even before they enter the exhibition, truly achieving: customer acquisition before the exhibition, high transaction volume during the exhibition, and continuous conversion after the exhibition.

Overseas Expansion Genie Empowers, Efficiency Fully Upgraded

Built on the intelligent ecosystem of "Overseas Expansion Genie", the exhibition fully integrates cutting-edge AI technologies and hardware devices. With the intelligent matching algorithm for buyers and sellers as the core engine, combined with multi-dimensional efficiency improvement tools and interactive terminals such as AI glasses, it constructs a whole-link service system covering pre-exhibition demand docking, on-site precise negotiation and post-exhibition business opportunity tracking.

This digital solution not only reshapes the experience of enterprises participating in overseas exhibitions, but also addresses the pain points of expanding into the Southeast Asian market through intelligent means, builds an efficient connection bridge for cross-border trade, and helps Chinese enterprises tap into the region's business potential in depth.

AI-Driven Video Solutions Fuel Overseas Marketing Growth

The exhibition pioneers the「StarVision Engine」AI marketing system, focusing on the overseas video marketing growth of Chinese foreign trade enterprises. Leveraging the capabilities of AI content generation, short-video marketing, social media dissemination, traffic placement and private domain conversion, it builds an O2O commercial closed loop of "online precise exposure + offline efficient transaction". It mainly addresses four major growth pain points for foreign trade enterprises: the inability to produce overseas content, lack of targeted traffic, failure to obtain procurement leads, and low conversion efficiency, helping enterprises quickly establish digital marketing capabilities and brand influence targeting the Southeast Asian market.

Global overseas promotion with tens of millions of exposures

With a data-driven overseas communication strategy, we collaborate with mainstream platforms including YouTube, Google, Facebook, Instagram, LinkedIn and TikTok to build a multi-tiered, three-dimensional international communication matrix, continuously amplifying the global influence of the exhibition and its participating enterprises.

Going global is no longer a low-cost expedition

but to let the world see the warmth and wisdom of Chinese manufacturing

Meet us at HOMELIFE Indonesia Exhibition in 2026

Unlock New Momentum for Global Expansion

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