How do we pronounce it?

In the UK, most people say:

[clips of English people saying “IKEA”]

The pronunciation here is:

but in the adverts in the UK,

it's pronounced slightly differently

[clips of UK adverts]

This sounds like the Swedish pronunciation,

which is something like:

Now of course Swedish and English are

different languages with different sounds

As native English speakers

we look at the letters I K E A

and pronounce it as:

and in fact this is what

the adverts in the US do

[clip of US advert]

but the adverts in the UK choose a more Swedish pronunciation

[clip of UK adverts]

Why? Perhaps to educate the ignorant British consumer?

or maybe to remind us of its Swedish roots

Who knows!

But what is interesting is that the CEO of IKEA

pronounces it in a more English way when he's speaking to English people:

[clip of CEO saying “IKEA” to English people]

and a more Swedish way when he's talking to Swedish people:

[clip of CEO saying “IKEA” to Swedish people]

So say IKEA if you want to sound English

and want everyone in the UK to understand you

or say IKEA if you want to show off your Swedish knowledge

Comment below and let me know

how you pronounce this Swedish furniture store

adjö!