IKEA reimagines its iconic blue bag as a makeshift pillow for sleep-deprived Singaporeans

IKEA Singapore has redesigned its famous blue shopping tote as an accessory that enables consumers to catch a few Zs on the go. Featuring a smooth cover and plush stuffing, the new-and-improved RESTEN bag doubles as a makeshift pillow. The bag is launching alongside RestFest at IKEA, a three-day event in September 2024 celebrating sleep, rest and relaxation. Visitors will be able to participate in various sleep-themed activities, including pajama parties, tranquil tea-tasting sessions and bedtime stories for kids.

A study by YouGov found that a whopping 54% of Singaporeans get 6 or less hours of sleep on a typical night, placing the country dead last in terms of sleep time among the 17 markets studied. But after years of pursuing economic progress at all costs, many Asian consumers are pushing back and advocating for prioritizing their wellbeing.

From Seoul to Shanghai to Singapore, one clear consumer theme is emerging: sleep and slowing down is the new status symbol for 2024 and beyond. Earlier this year, Seoul saw its first sold-out sleep concert, promising attendees 12 hours of restful slumber. In China, consumers flocked to attend Xiaohongshu’s Slow People Festival, which celebrated the slow living movement. How might your brand encourage, empower and enable consumers to rediscover the art of taking a breather?