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IKEA Japan For 2016, "It might be more fun than going out."
IKEA Japan, celebrating its 10th anniversary in 2016, held a "Press Briefing on 2016 Business Strategy and New Product Announcements" on August 26 at Terada Warehouse in Shinagawa Ward, Tokyo.
The theme for the new fiscal year is "Maybe it's more fun than going out."
The event opened with a skit performed in a corner featuring an assembled dining kitchen. A family, disappointed they couldn't go on their anticipated camping trip, came up with the idea of inviting friends over for a home party. They rearranged furniture, set up a tent, cooked food using IKEA Food, lit candles, and transformed their usual party space. This showcased how IKEA products can provide everything needed for such enjoyment.
Mr. Mati
Marketing Manager Eri Mati referred to the company's "Survey on Food Environments and Eating Habits" conducted in nine cities worldwide in May 2015. IKEA stated it aims to provide various ideas and hints that could serve as improvement measures for Tokyo's current food situation.
President Peter List clearly stated that the 2016 fiscal year will focus on living, dining, kitchen, and utility areas. He outlined the "IKEA Catalog 2016," which will be published in 49 countries with a total print run of 219 million copies, including approximately 8 million copies planned for distribution in Japan. He also discussed new products, the philosophy of "Democratic Design" for developing products that make everyone's home more comfortable, delicious and sustainable new food menu items, and new store formats. Nakagawa City, Aichi Prefecture.
Food Manager Kiyoshi Sagawa revealed that in response to the recent trend toward healthy eating, low-calorie "veggie balls" (meatballs) and low-fat frozen yogurt will be newly offered at IKEA restaurants and bistros within the stores.
Interior Design Manager Rieko Takekawa explained the coordinated areas at the venue. "The booth incorporates IKEA's proposals, envisioning scenarios such as eating, cooking and preparing meals, storing ingredients, and cleaning up after meals," she stated.
The venue also featured a tasting corner for the new fiscal year's food menu, serving as a showcase for the company's future direction.
IKEA Japan: http://www.ikea.com/jp/ja/
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