It’s just IKEA

IKEA fits well with the Danish national character – for better or for worse. In the country that invented the Law of Jante, you’re not supposed to get too full of yourself. So when others praise us, we follow up with a modest reservation. It’s our slightly backhanded way of saying thank you: “I was just doing my job,” “It’s just something I quickly threw together,” “This dress – oh, it’s just an old rag.” And of course, “It’s just IKEA” – a phrase that already existed and was frequently used by Danes. So instead of trying to change the phrase, IKEA decided to embrace it and make it their own