IKEA Challenges Customers to Pronounce Its Product Names Correctly

Back-to-School season brings big moments and new routines, from early morning lunch prep to setting up the perfect study spot. This year, there’s a new lesson for the season: learning a little Swedish. IKEA UAE, operated by Al-Futtaim, is inviting everyone to take 'The Swedish Test', a playful TikTok challenge that puts IKEA product name pronunciation to the test.

IKEA product names have long been a source of curiosity, conversation and occasional tongue-twisters around the world. The naming tradition dates back to IKEA founder Ingvar Kamprad, who had dyslexia and found names easier to remember than product codes. What began as a practical solution became one of IKEA’s most recognisable brand assets: a distinctive naming system drawing on Swedish and Scandinavian places, people, nature and everyday words.

Most people recognise a LACK table when they see one, and the BILLY bookcase is a staple in homes across the UAE. But can you say them the Swedish way? And what about SKÄMTSKÅL?

In recent months, pronunciation challenges have become a major entertainment format on TikTok, with users testing their ability to say difficult words, names and phrases correctly through voice-recognition effects. The format has captured the attention of audiences globally, with high-profile personalities joining the conversation through their own attempts at pronunciation-based filters.

Now, IKEA and TikTok are bringing this culturally relevant behaviour to the UAE with The Swedish Test: a TikTok challenge that puts participants’ ability to pronounce iconic IKEA product names to the test.

Launched through Ogilvy Amsterdam, the challenge starts with some of IKEA’s most familiar product names before moving on to those that may require a bit of practice. The more names participants pronounce correctly, the greater their chance of winning an IKEA gift card.

“At IKEA, we always aim to be a meaningful part of the everyday moments our customers relate to, and Back-to-School is one of the biggest transitions of the year,” said Carla Klumpenaar, general manager, marketing, communication and interior design at IKEA UAE, Qatar, Egypt and Oman. “While the season can be busy for families, we wanted to bring a sense of joy and lightness to the routine. IKEA product names are globally recognised but pronouncing them correctly is often a fun challenge. The Swedish Test is all about bringing people together, sharing a laugh, and celebrating those relatable everyday moments with our community.”

“Every study in the industry is saying brands only get a second or two before people scroll past. We wanted to challenge that status quo, and the results speak for themselves: IKEA is getting people to spend an average of over two minutes interacting with the brand, having fun trying to pronounce their products,” added Nicolás López and Fernando Montero, executive creative directors of Ogilvy Amsterdam.

The Swedish Test is part of IKEA UAE’s back-to-school campaign and is available on TikTok from 14th of August. Customers can participate using the ‘IKEA Swedish Test’ filter or through #IKEASwedishTestand redeem eligible gift cards.