In China, IKEA stores have become popular destinations—a respite from the hustle and smog and a place to grab a reliable lunch. “Customers come on family outings, hop into display beds and nap, pose for snapshots with the décor, and hang out for hours to enjoy the air conditioning and free soda refills,” notes one observer. On a typical Saturday afternoon, for example, display beds and other furniture in a huge Chinese IKEA store are occupied, with customers of all ages lounging or even fast asleep. IKEA managers encourage such behavior, figuring that familiarity with the store will result in later purchasing when shoppers’ incomes eventually rise to match their aspirations. “Maybe if you’ve been visiting IKEA, eating meatballs, hot dogs, or ice cream for 10 years, then maybe you will consider IKEA when you get yourself a sofa,” says the company’s Asia-Pacific president. Thanks to such cultural understandings, IKEA already captures about 7 percent of the surging Chinese home-furnishings market, and its sales in China increased 20 percent last year.
Thus, understanding cultural traditions, preferences, and behaviors can help companies not only avoid embarrassing mistakes but also take advantage of cross-cultural opportunities.