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| Source: IKEA Malaysia website. |
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| Source: IKEA Singapore website. |
In keeping with a tradition of going tongue-in-cheek, the IKEA Eid promotion is about bling* in Malaysia and Singapore, with advertisements inspired by hip hop fashion. The pun This Raya, bling glamour home is used to encourage shoppers to refresh their homes, an Eid tradition in Southeast Asia.
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| Source: IKEA Malaysia page. The Raya collections for both Singapore and Malaysia are identical and seems to be mostly blacks and whites, although the advertisement theme was 'bling'. |
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| Source: IKEA Singapore website. IKEA Singapore lists weekly specials from the Raya collection on its website. |
The Doftrik collection, based on "Arabic patterns with an IKEA twist", is partially available in Malaysia.
The sales will continue till 19 July.
*The advertisements received negative comments in Singapore as not reflecting the spirit of Ramadhan. Some have also questioned why footwear is allowed in the house, and why the male models are wearing gold, for instance. There were no comments of this nature on the IKEA Malaysia Facebook page.
IKEA Singapore responded on its Facebook page on 20 July with the messages: "IKEA Singapore Hej guys, thanks for reaching out to us. At IKEA, we always aim to inspire people with home decor ideas through campaigns that bring a smile and are inimitably IKEA. Our intention is to give people ideas to have their homes ready with our Raya range. We assure you that it is not our aim to offend and we value all feedback provided.", and "IKEA Singapore Hej everyone, we have taken the time to read through your feedback and you might have noticed we’ve taken down our cover photo. As we mentioned our intention wasn’t to offend anyone and we are sorry if we did. We hope we can continue to give you home decor ideas and will be back with a new inspiration soon."