Balancing Global Consistency and Cultural Adaptation: A Comparative Study of IKEA’s Brand Communication in China and Sweden : Cultural Dimensions-Based Content and Interview Study

Balancing global homogeneity and local cultural responsiveness is a core challenge for multinational brands. This thesis investigates how IKEA sustains balance between such pressures in its communications in Sweden and China—two cultures with varying cultural values. Based on Hofstede's cultural dimensions theory as the conceptual basis, the study applies qualitative content analysis of advertising and social media content, and conducts semi-structured interviews with IKEA employees. The findings reveal that Swedish brand communication of IKEA converges on individualism, autonomy, and minimalism, while Chinese brand communication converges on emotional bonding, collectivism, and omni-directional service. The research offers an analytical model to operationalize culture dimensions for brand communication and provides practical guidance for international brands engaging in cross-cultural markets.