The Swedish "fika" is a cultural concept that involves having coffee or tea with baked goods—and IKEA is hoping to introduce it to the world by hosting its own Swedish afternoon tea events throughout the month of May.
At IKEA's event, attendees will be able to enjoy a tea or coffee of their choice, alongside a menu of open sandwiches, as well as cakes, buns, pastries and biscuits.
As well as being able to get an overview on the Swedish tradition, guests will also be able to make their own canapés and take home a free FIKA cookbook. The intro to Swedish Fika is priced at just £5 per person, offering an affordable, entertaining and enjoyable way to spend an afternoon.
Furniture Retailer Tea Events
IKEA is Sharing the Tradition of the Swedish Fika or Afternoon Tea
Trend Themes
1. Tea Events - Hosting events that focus on cultural tea experiences could provide retailers an opportunity to add value to their brands.
2. Culinary Tourism - Creating culinary experiences could draw tourists to buy products and services from the local industry, creating a new sector of sales for businesses in this growing trend.
3. DIY Workshops - Providing teaching experiences that promote creativity could inspire customers to embrace DIY projects with the products these businesses sell.
Industry Implications
1. Furniture - Furniture retailers can attract more customers by offering unique experiences like tea events, which encourages customers to take a different look at the furniture pieces they offer.
2. Hospitality - Hosting cultural events can attract food enthusiasts to hotels and resorts, becoming allies for the tourist industry.
3. Retail - DIY workshops can become a valuable aspect to the retail industry in times when customers have the tools to create and publish their creations online.