The soft-furnishing section is often crowded with locals taking an air-conditioned break from the city, lounging around on the sofas. In densely-populated Hong Kong, where flats are typically small and streets are crowded, Ikea is a place to relax as well as shop. Ikea later apologized, but the furor can’t have come as a surprise: in 2012 a Saudi catalog appeared with some photos of women airbrushed out, sparking a similar response. A woman-free catalog was produced last year for Israel’s ultra-Orthodox community by the company’s local franchisee, featuring photographs of men and boys only. The catalog itself has been more controversial. Unsurprisingly, the product lines in the catalog vary somewhat from country to country: the kitchenware section in India will feature spice boxes and idli (rice cake) makers, according to the AFP, while its Chinese cousin goes heavy on woks, cleavers and steamers. In a daring move that would pit popularity against convenience, Ikea’s menu may yet become available without a diner having to go anywhere near a stick of furniture: the company is reportedly considering opening standalone restaurants in the U.S., although “no decisions have been made,” according to a spokesperson. Most often, menus are tweaked simply to appeal to regional tastes: Crayfish in Japan, fish and chips in the U.K., shawarma in Dubai. In 2013, traces of horsemeat were discovered in batches from a Swedish supplier, forcing Ikea to release statements in Malaysia and United Arab Emirates reassuring customers that the pork-free “Swedish” meatballs in those countries were halal certified (and not, in fact, produced in Sweden). It’s not the first time the retail giant’s best-known meal has got mixed up in religion. Out of respect for Hindu beliefs, the pork-and-beef dish will be dropped from the menu in favor of chicken meatballs, biryani, samosas and vegetarian hotdogs. The cafeteria in Ikea’s new Hyderabad store will have 1,000 seats what it won’t have is Swedish meatballs. Here’s how a multinational company built on the principles of mass production caters to national tastes.
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