IKEA had successfully expanded their business through Europe and United States. At that time IKEA decided to expand their business map to Asia, the first step is Japan.                
IKEA first time came to Japan is in mid of 1970s, however they had struggling during that time, there are few reasons that IKEA failed to Japan market, culture difference, IKEA copied its business model from Western countries to Japan. But Japanese are the cusomter who ask a lot service, Japanese felt weird that no one serve them and they do not like “ do it yourself” style, also the furnitures sizes in IKEA do not fit most Japanes family style. IKEA pulled out from Japan in 1980.
Since IKEA are not successful from the first time they entered to Asia market, IKEA planned five years in order to return to Japan market, which is the second biggest economy and retailers market in the world. Before IKEA return to Japan market the CEO Tommy Kullberg observed some Japanese families he noticed that there were differences between Western countries families and Eastern countries families. The new ideal concept of IKEA in Japanese market is this time is "making an ideal home” and Kullberg also explained that "In our world, home is the most important place and (having) children are the most important thing. Go home in time to see your children. That is the concept we want to inspire (in) people here". (Wijers-Hasegawa,2006) The center of its new strategy is “small space living” since children in Japan usually live with parents at home befor marriage.

    IKEA believes that Japanese and Swedish designs are similar as both of them focus on clean, simple design made of wood and natural materials as well as living
comfortable in small spaces (Jetro Japan External Trade Organization, n.d.).

    Second time when IKEA reentered to Japanese market in 2001, this time IKEA found out the difference between Wesrern countries and Eastern countries.

    In 2007 at Norway, IKEA decided to open a...