When holidaying in other countries, we tend to stuff our itineraries with sightseeing goals and iconic landmarks.
But often it’s more everyday details that become unexpected highlights, like trying local Macca’s menu items and convenience store snacks with labels you can’t read, or having a stickybeak in the nearest supermarket.
I can’t say I’ve ever been struck by the urge to hit Ikea while travelling – accommodation tends to come furnished, after all – but while in Seoul for the launch of the new collaboration with Gustaf Westman, I had the opportunity to.
A stroll through an Ikea store in Seoul, South Korea revealed some interesting differences. (Supplied/9honey)
Having been to Ikea plenty of times in Sydney, it was interesting to see the ways the Korean iteration differed from what I was used to. So, allow me to take you through my discoveries in the Gwangmyeong store.
The products
The retail offering at Ikea in Korea is largely the same as here in Australia, but there are some subtle differences informed by local preferences.
We were informed the mattresses are much firmer than you find in other countries like the US, as this is what the local customers favour.
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I’ve never included a trip to Ikea in my travel itineraries, but there’s a first time for everything. (Supplied/9honey)
We noticed a lot more woodgrain detail featured in the in-store furniture displays than what you see in Aussie stores, as it’s a favoured decorating aesthetic among Korean shoppers.
There’s also a thick floor cushion, Gurli, that isn’t available at Ikea here but is hugely popular in Korea, as having people sit at ground-level in homes is a more common habit.
But undoubtedly the most exciting discovery, as evidenced by the squeal our entire contingent let out at once on seeing it, was a piece that cost just ₩1000 (approx. $1.10).
Everyone in our Aussie contingent bought at least three Knöligs. (Supplied/9honey)
It’s called Knölig, and it’s a tiny keyring version of the big blue Frakta plastic shopping bag everyone who’s set foot in Ikea will recognise – perfect for holding your coins, lip products, or other miscellaneous bits and pieces.
It’s absolutely *adorable*, and you can’t get it in Australia, making it a perfect souvenir.
15 IKEA items that look more expensive than their price tag
The food
The Gwangmyeong store has a restaurant, bistro and cafe, and after a busy morning of touring the floors, we paused for lunch – right next to the restaurant’s hydroponic greenhouse that supplies the salad greens.
Korean food is famously delicious, so it’s no surprise the Ikea menu has some appealing local additions.
There are some delicious surprises on the Ikea menu in Korea. (Supplied/9honey)
Yes, the famous banana milk is available! (Supplied)
The classic Swedish meatballs jostle for attention with dishes like crumbed pork cutlets and barbeque pork ribs.
Vegetarian diners are also catered to with a very tasty kimchi fried rice served with plant balls and crispy seaweed, and plant-based charcoal grilled ribs. (I have no idea what they’re made of, but they somehow nailed that sinewy sensation of meat.)
You can adorn these mains with sides including sweet potato cheese croquettes, single-serve containers of kimchi and, yes, Korea’s famous fried chicken is well represented with wings and drumsticks with a spicy gochujang dipping sauce.
Pictured are the pork cutlet and sweet potato and cheese croquette with gochujang dipping sauce. (Supplied/9honey)
Kimchi fried rice with plant balls is a delicious option for vegetarians. (Supplied)
Here we have the barbeque ribs – there’s also a plant-based rib dish available. (Supplied/9honey)
For sweet tooths, there are egg tarts and cream roll cakes, and you can also get your fix of the iconic Binggrae banana milk – a nostalgic childhood staple for Koreans and a convenience store must-buy for tourists – which is among the drinks on offer.
We all enjoyed our meals, but the flavoured soft serves available after checkout truly stole the show.
The mango looked delightful, but it was impossible to resist the Hej twist blueberry and banana duo in Ikea’s iconic blue and yellow colour scheme. Does it get cuter than this?:
Trust me, it tasted as good as it looked. (Supplied/9honey)
There’s also a mango flavour available. (Supplied/9honey)The photobooth!
This was a fun final discovery as we exited the store – a photobooth stocked with Ikea toys to add to the whimsy.
Piling into a photobooth might be a fairly universal experience, especially if you’ve been to a wedding in recent years, but in this case it’s also a nod to a local trend.
In Korea, photobooths and self-service photo studios are wildly popular – you’ll find them dotted throughout busy city streets, with couples and groups of friends flocking to them en masse to document their outings.
Petition to bring this to Australia! (Supplied/9honey)
It’s a sweet end to an Ikea visit – and no flat pack assembly required.
9honey travelled to Seoul, Korea as a guest of Ikea
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