IKEA SG dishes out 'tariff-free China' in cheeky social post

IKEA Singapore has joined in on the tariff banter with its very own spin on one of its products. 

In an Instagram post on Tuesday (22 April), the furniture and home goods company posted an image of its 'tariff-free China', showcasing a side plate worth SG$1. 

"When things in the world get complicated, we keep our prices simple," the caption read. 

Don't miss: Back to performance: SEA marketers on seismic changes amidst tariff shockwaves

In conversations with MARKETING-INTERACTIVE, Nigel Richardson, head of marketing at IKEA Singapore said the brand has always been known to enjoy trend-jacking on topical affairs and events happening locally and around the world. Additionally, IKEA wanted to engage its community while pointing out its commitment to affordability for customers.

"The intention for the post was really to point at the current situation. With many serious discussions on rising prices everywhere, we wanted to offer relief, not just in our affordable prices, but also some comic relief. No geopolitical alliance, no disputes. Just confident expression, with a sense of humour," he added. 

Richardson also noted that the response to the post has been positive as it reached almost 2.4 million users in less than 24 hours, with over 46,000 interactions across Facebook and Instagram.

"It has been widely shared with many comments expressing appreciation for our playful take on this topic," he said. 

IKEA isn't the only brand to hop on the tariff "trend-jacking". Earlier this month, Singapore-based Indonesian restaurant Pagi Sore capitalised on the tariff wars with its own spin on charges. In an Instagram post, the restaurant unveiled that it will be offering customers a 10% discount on deliveries and self-collection for the month of April if they use the code "TARIFF10". 

Meanwhile, Singapore Prime Minister Lawrence Wong put out a video informing Singaporeans of the “seismic change” and impact of the escalating trade wars. Following Wong’s statement, netizens expressed anxiety and frustration on the impact on consumers, sparking conversations around boycott of US products, according to data from Truescope. Others called for partnerships with other countries and asked the government for concrete countermeasures.

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