The traffic jam in front the Beijing Ikea the first tipoff, but it’s obvious as soon as you step inside that this is where the new Chinese middle class shops. And do they ever shop — the place was an absolute madhouse when I was there on Saturday, though some customers still aren’t sure what to make of all the Scandinavian accessories. There was a group of old ladies toasting each other with empty wine glasses, which they’d clearly never really seen in person before, and another group of people gathered around the cheese graters, trying to figure out what they were for (the Chinese aren’t big fans of cheese).
Funniest though, was the furniture display area. Apparently the word’s out on the street that you can take a nap on the display couches undisturbed, because that’s what everyone was doing. Or maybe they were just exhausted by their transformation into western-style consumers…
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