Bet you didn't know I write Korean. Because I don't. But I was responsible for the South Korean version of this year's IKEA catalogue. How does that work, you ask? The catalogue is produced in English and then translated into 32 languages. There are about 27 versions too, each adapted to specific markets according to variables like style preferences, product availability and cultural idiosyncrasies (for instance, breakfast in bed isn't really a thing in China so you'd have to switch out any reference to it).

South Korea's first IKEA store is opening this winter, so this is the first IKEA catalogue the people of the country will ever receive. It includes add-on info, like how to shop at IKEA, what Swedishness is, and how to wrap your head around the whole "build your own furniture" thing. 

Thirty-one spins in August, and my head is still twirling. I said good-bye to a loved one, triumphed over the nothingness with the help of a fiery Finnish femme, battled a dragon and spent hours watching the sunset.

Of all the moments I captured with Instagram last month, the most liked was the one with the greatest commercial appeal: A giant IKEA catalogue.

I get it. With more than 200 million copies going out to 43 countries the IKEA catalogue gets quite a bit of attention. And, it was fun to pose with the gargantuan 2014 version here at work, in the photography studio of IKEA Communications. 

"It's like Santa for your vagina."

This is the most refreshing marketing about menstruation I've ever seen. Not apologetic. No tip toeing. Funny. Real.

And the business idea is good too (I wonder if there's a plan for irregular women, like rush delivery service).

Hot Malm sounds like it’s NSFW and plays on that category throughout the execution. In fact all the site does is show photos of MALM beds with phnar phnar titles.

Billed as a side project of Asa Block of Droga5, Hot Malm is (almost certainly) not an official IKEA USA piece of work, although it does link to the US site. It also features the IKEA Monkey, of whom nobody is apparently yet bored.

It probably won’t stay live for long so catch it now if you must.

It’s not so much the idea that grabbed me as the fact that it exists at all. While IKEA works hard behind the scenes on getting the brand across in the most market-appropriate, strategically targeted way, everyone beyond the big blue box engages with it, or not, in any way they please. Fan sites are not uncommon and it would be remiss not to acknowledge there are fierce critics too. Hot Malm is different, coming from an ad industry perspective it’s a knowing piece of fun. I’d guess there’s affection in there but it’s being used to wield a pointy stick at this most famously practical brand.

I like to see what people are saying about IKEA on twitter. Most tweets involve relationships, assembly or surviving the store.