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IKEA’s global pyjama party, a celebration of sleep and community, has successfully made its way to China. Initially launched in Sweden and breaking a World Record, this event is now making its mark in the Chinese market.
The pyjama party event, dubbed The Goodnight Club, will be held at a special area near the car park at the Beicai IKEA shop in Shanghai. With atmospheric neon lighting and bed-themed installations, the event provides “six essentials towards better sleep,” including comfort, furnishings, temperature, lighting, sound and air quality. The event will be held between 31 August and 15 September (excluding 5 September), between 11 AM and 9 PM.
According to Dao Insights, IKEA has been sharing sleep-enhancing content on Weibo, China’s equivalent of X (formerly Twitter). This includes ASMR videos, a collaborative playlist with NetEase Music, and ads promoting its bedroom collections under the hashtag “Wake up, time to have a good sleep” (#醒醒该睡个好觉了#), which has garnered a moderate 1.45 million views on the platform.
IKEA’s expansion into China solidifies its global brand image. Additionally, its sleep-related collection features over 10 China-exclusive items, such as coconut coir mattresses, demonstrating the company’s successful glocalisation strategy in the Chinese market.
IKEA Sets New World Record for Largest-Ever Pyjama Gathering
In August, 2,051 IKEA co-workers broke the GUINNESS WORLD RECORDS™ title for the largest gathering of people wearing two-piece pyjamas (single venue). The achievement took place in Älmhult, Sweden, the heart of IKEA, and it marked the beginning of a year-long initiative focused on improving sleep for many people.
Fredrika Inger, Managing Director of IKEA of Sweden, expressed, “We’re thrilled about this collective effort, coming together to highlight the importance of sleep. Good sleep benefits everyone, and we believe that by prioritising it, we can genuinely make a big difference. Small adjustments, like choosing the right pillow or lighting, can lead to big improvements. Our goal is to make these improvements accessible to everyone because good sleep should be something everyone can achieve.”
Having A Good Quality Sleep
IKEA’s decision to dedicate a whole year to improving sleep is driven by the reality that many people still struggle to achieve quality rest despite widespread awareness of its importance. According to the IKEA Life at Home report, 55% of people consider sleep the most critical well-being activity at home. However, various studies indicate that up to 1 in 2 adults are dissatisfied with their sleep, which impacts both daily functioning and work performance.
“Our customers’ interest in sleep has been on the rise for years. And the message we received from them was quite clear – they want more sleep tips, more sleep solutions, and even more convenience in making their dream sleep setup,” says Tolga Öncü, Ingka Retail Manager (COO) at IKEA Retail (Ingka Group). “Thus, our goal in FY25 is to reach millions of additional people and help them improve their sleep and everyday life.”
IKEA believe that good sleep requires a holistic approach to the sleep environment. Drawing on decades of innovation and development in the sleep segment, the homeware brand has a long history of creating well-designed, functional, and durable solutions at an affordable price. Their offerings address all six areas proven to be essential for quality sleep: comfort, sound, light, air, temperature, and decluttering.
IKEA Comfort Lab
Mattresses play an essential role in ensuring comfort. IKEA has been on a journey to create better mattresses, focusing on using fewer materials while offering improved comfort at a lower price. The IKEA Comfort Lab, part of the IKEA Test Lab in Älmhult where IKEA products are put through rigorous tests, has been an important enabler for this development process. Through the Comfort Lab in Älmhult, the brand leverages virtual data simulation and physical tools to provide an objective recipe for creating mattresses tailored to various needs.
“We are on a journey to innovate our range of sleep products to improve every aspect of the home that supports better rest. Our sleep solutions are the result of years of research and are thoroughly tested in our labs to ensure durability, affordability, and optimal comfort. We have listened to our customers to develop a range that meets their diverse needs, catering to every wallet, lifestyle, and sleeping preference.” says Fredrika Inger, Managing Director of IKEA of Sweden.
