The largest international scale of furniture exhibition in the region is held again in Jakarta on 11-14 March 2010. International Furniture and Craft Fair Indonesia (IFFINA) 2010 will be the awaking momentum of the national furniture industry. The success of IFFINA becomes a benchmark for Indonesia’s furniture export growth. IFFINA on 2010 organized by the Industrial Association of Indonesian Furniture and Handicraft (Asmindo) in collaboration with Dyandra Promosindo as the event organizer targeted to bring in about 2,500 buyers and more than 2,000 buyers from 106 countires have registers long before the exhibition opened. Compared with IFFINA 2009 with 1,721 buyers that visited the exhibition. Target transactions increased from USD170 million in 2009 to USD250 million in IFFINA March 2010. IFFINA 2010 is crowded with exhibitors from neighboring countries, namely Singapore and India. Participation of foreign participants showed IFFINA is no longer in a local scale, but becomes an international scale exhibition. The Chairman of Asmindo Tjahyono Ambar suggested, Asmindo wants Indonesia’s furniture export value in 2010 to rise 15 percent compared to 2009. Furniture and handicraft industry in 2010 is targeted at least equal to 2008 which was capable of achieving exports of USD 2.651 billion. Because IFFINA can boost Indonesia’s furniture exports, Asmindo continues improving the quality of IFFINA from year to year and IFFINA will be held twice a year. "Indonesian furniture industry needs the exhibition twice a year to be maximal in raising the market," said Ambar. IFFINA will be held twice a year on March and October because of the market needs. If the Asmindo members must exhibit overseas, the cost is relatively large. Yet, not all members of Asmindo are large-scaled and able fund the activity. "This step is also to anticipate the low season because the order from IFFINA in March is not enough for the production schedule in a year." Asmindo is optimistic that the two international furniture exhibitions can increase sales and achieve 15 percent target growth of furniture industry. Because the market demands for environmentally friendly furniture, Asmindo always carried the green furniture theme in IFFINA furniture since 2008. IFFINA consistently raised three basic concepts that became the campaign’s principal. The three concepts are pro-environment, pro-people, and legal. With this concept, Indonesian furniture is produced by observing the environment, improve the economic welfare of communities around the forests, and wood or raw materials for Indonesian furniture production are obtained legally Indonesia. Ernst K. Remboen, Director of Dyandra Promosindo as the IFFINA event organizer, explained, IFFINA aims to promote furniture and handicraft industries of Indonesia. This exhibition also aims to illustrate the diversity of the furniture industry, both from raw material or style. "IFFINA becomes a promotional event with Indonesian furniture entrepreneurs to attract international buyers," said Ernst. Indonesia's experience in organizing IFFINA has just been three years. However, in a short time, IFFINA is not lower than countries. "IFFINA is made for the long term because IFFINA become the nation's assets," said Ernst. Dyandra with Asmindo that keeps intense for the promotion to capture more buyers and visit production bags to participate in IFFINA. On the other side, Asmindo also planned to participate in the exhibition in Shanghai, China, on June 2010. The experience of exhibiting in Shenzhen two years ago, which reaped sales US$14 million, encourages optimism to continue to achieve greater market there. According to Ambar, is righteously, Indonesia product aims segment middle-up in the China market. To be able to compete with China's furniture products, Indonesia’s furniture producers must prioritize quality and good material. "What should be done is to maintain the quality of Indonesian products consistently," Ambar said.