# IKEA Hapag (Paskong Pinoy Series)

> IKEA Philippines' Christmas film Hapag drew 1.9 million views on IKEA's own channels.

- Owner: IKEA Philippines
- Kind: Campaign
- Sector: Home & lifestyle
- Seed date: 2022-12-12
- Peak proxy date: 2022-12-15
- Date basis: Proxy date; not a directly measured attention peak.
- Spread Score: 40 (Notable, provisional), v1.2
- Mechanics: Press loop, Platform jump

## Summary

IKEA Philippines released Hapag, a Christmas film in which a father, Luis, comes out as Ramona, on December 12, 2022. Twitter users and local outlets praised it within days. IKEA later reported 1.9 million views on its channels and fan reuploads on TikTok and Twitter.

## Timeline

- 2022-12-12 — IKEA Philippines (YouTube) — IKEA Philippines released Hapag on YouTube and its other social media channels.
- 2022-12-14 — Twitter users (X) — Interaksyon reported Twitter reactions to the ad, quoting one user's pleading-emoji post.
- 2022-12-15 — Peak proxy: 8List.ph (Press) — 8List reported netizens showered the ad with praise, while some poked fun at the featured dining table.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/ikea-hapag-paskong-pinoy

Cite as: How It Spread (2026). “IKEA Hapag (Paskong Pinoy Series).” Case HIS-01151. Spread Score v1.2: 40/100. Updated 2026-10-15. https://howitspread.com/id/HIS-01151