IKEA China launches new brand positioning, deepens 'Growth+' strategy

IKEA China has unveiled its new brand positioning, "Home is More Than You Think," at its 2026 fiscal year kickoff event in Shanghai. The initiative aims to inspire Chinese consumers to discover the subtle yet meaningful moments in everyday home life. 

Cindy Ruan, vice president of IKEA China, gives a speech at the company’s new brand positioning event in Shanghai on Wednesday. Photos courtesy of IKEA

To bring this vision to life, IKEA China has launched an immersive exhibition at the TANK Shanghai, highlighting six key daily moments.Through thoughtfully designed spaces and curated home products, the exhibition invites visitors to explore the hidden moments of happiness within their homes. 

The new brand positioning reflects IKEA’s effort to align with the evolving emotional and value-driven expectations of today’s consumers while reinforcing its core spirit.It focuses on three core pillars: home inspiration, long-lasting companionship, and affordability. 

IKEA announces that it will invest 160 million yuan (US$22.4 million) in the Chinese market in the 2026 fiscal year. 

The company plans to enhance product design, pricing, and customer experience to deepen emotional connections with its audience. Key areas of emphasis will include complete sleep solutions and dining experiences, addressing the specific needs and aspirations of Chinese households.

To support this renewed vision, IKEA will introduce over 1,600 new furniture and home accessories, 23 new product series, and more than 50 new food items. These offerings are designed to help customers create adaptable, comfortable, and harmonious living spaces where even the smallest moments can feel significant and fulfilling.

Additionally, IKEA will continue to implement its “Growth+” strategy, investing 160 million yuan (US$22.4 million) in the 2026 fiscal year to reduce prices on more than 150 products, with 70% of these adjustments targeting popular categories. 

The IKEA restaurant will also expand its affordable, sustainable, and healthy menu — adding local favorites like spicy skewers to existing offerings such as hot dogs and traceable salmon, catering more closely to Chinese tastes.

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Visitors take pictures of IKEA’s exhibition highlighting six key daily moments.