【2026进博会】IKEA 宜家「一样大，大不一样」

IKEA 宜家｜第九届中国国际进口博览会「家之立方」展台｜2026 年 11 月 5 日至 10 日｜上海 国家会展中心 消费品展区 5.1 馆 B4-01

2026 年 11 月 5 日至 10 日，第九届中国国际进口博览会在上海国家会展中心举行。宜家第九次参展，是连续九年不缺席的「全勤生」，展台立在消费品展区 5.1 号馆 B4-01，面积 360 平方米，主题「一样大，大不一样」。过去八届，宜家展台平均每届接待观众超过 6 万名。

「家之立方」是一间被压缩到 360 平方米的家：同一块面积，按不同人生阶段与居住条件重排——二人世界、三口之家、小户型、适老空间，各自成立。空间不做货架式陈列，而是把「家」拆成可替换的模块，让观众看见同一片空间能长出多少种生活。这个命题对着的是中国市场的现实：存量住房的焕新与局改需求，正在取代新房装修成为主流。

本届宜家首发「轻定制」家居解决方案——模块化设计加标准化方案，兼顾个性适配、灵活调整、快速入住与预算可控，不必大拆大改也能按需焕新；配套的厨房焕新服务与全屋设计咨询在现场可以预约。产品端多款首发：全球首发的 FOSSTA 弗斯达羊年中国新年系列，用北欧设计语言演绎中国木版年画，把「三羊开泰」放进元宝餐碟与羊年靠垫；全球首发的 SAXVALLEN 萨克斯瓦伦电动多人沙发；中国首发的 MARSATTRA 麦赛特拉软包床与 DOFTYXNE 朵弗缇辛床垫，后者针对中国消费者的睡眠偏好开发。宜家餐厅还把计划 2027 年 1 月上市的鳕鱼热狗带到现场首发试吃。

宜家把进博会当成「从展品到商品再到家庭」这条链路的第一站：展期结束后，展台上的产品会进入宜家商场的「循环市集」二次销售，一件展品因此有第二次生命。传播上，360 平方米的立方体提供统一的空间画面，四种家庭场景提供可对照的细节，鳕鱼热狗与试吃提供现场感；对连续九年参展的品牌来说，这套安排的价值不在单次曝光，而在于每年一次把「我们理解中国家庭」这件事重新讲一遍。宜家中国代总裁兼首席可持续发展官宋颖爱在开幕发布会上说，进博会既是展示创新成果的平台，也是洞察中国消费者需求、推动本土创新走向全球的窗口。

IKEA | The 9th China International Import Expo, 'Home Cube' stand | 5-10 November 2026 | National Exhibition and Convention Center, Shanghai, Hall 5.1, Booth B4-01

From 5 to 10 November 2026, the ninth China International Import Expo was held at the National Exhibition and Convention Center in Shanghai, drawing 162 countries, regions and international organisations and more than 4,100 overseas exhibitors across a record exhibition area above 440,000 square metres. IKEA took part for the ninth time, the only home furnishing brand to appear at every edition, with a 360-square-metre stand in Hall 5.1, booth B4-01, under the theme 'Same Space, Different Life'. Across the previous eight editions, the IKEA stand received more than 60,000 visitors on average each year, a figure that says as much about the expo's shift toward consumer audiences as it does about the brand.

The Home Cube is a home compressed into 360 square metres: the same footprint rearranged for different life stages and living conditions - a couple, a family of three, a small apartment, an age-friendly layout - each standing on its own. Rather than acting as a shelf, the space breaks the home into replaceable modules so that visitors can see how many lives one patch of floor can hold. The four scenarios are staged side by side rather than one after another, so that a visitor standing at the edge of the cube can take in the couple's apartment and the age-friendly layout in a single glance. That contrast is the exhibit. And the argument meets a real shift in the Chinese market, where renovation and partial upgrading of existing homes have overtaken new-build fit-outs as the main source of demand.

This year IKEA launched a light customisation solution: modular products combined with standardised packages, balancing personal fit, flexible adjustment, fast move-in and controlled budget, so that a home can be refreshed without demolition. Kitchen renewal services and whole-home design consultations can be booked at the stand. On the product side, several launches are gathered here: the FOSSTA Chinese New Year series, a global premiere that reads traditional woodblock New Year prints through Nordic design language and puts the 'three rams bring prosperity' motif onto serving dishes and cushions; the SAXVALLEN electric multi-seat sofa, also a global premiere; and the MARSATTRA upholstered bed and DOFTYXNE mattress, both China premieres developed around local sleeping preferences. The IKEA restaurant even brought a cod hot dog, scheduled for a January 2027 launch, for visitors to taste first. Most of these share a common thread: they were developed from Chinese household feedback rather than adapted from a global catalogue, and several are expected to travel from this stand into other markets.

IKEA treats the expo as the first stop in a chain that runs from exhibit to product to home. When the show closes, the products on the stand move into the IKEA circular market for resale, giving each item a second life - an answer to the question every exhibitor faces about what happens to a stand after the six days are over. In communication terms, the cube supplies a single spatial image, the four household scenarios supply comparable detail, and the hot dog supplies something to queue for. For a brand on its ninth appearance, the value is not a single burst of exposure but the annual chance to restate its reading of the Chinese home, and to do so in a hall where the audience includes both shoppers and the trade. Song Ying'ai, acting president of IKEA China and chief sustainability officer, said at the opening press conference that the expo is both a platform for showing innovation and a window for understanding Chinese consumers and carrying local innovation to the world.

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