Over the past 20 years, a large number of studies on dialogic communication and relationship building between organizations and their publics have found public relations practice on the Internet fallen short of what is expected of it. Since the advent of Facebook and Twitter, Social Networking Sites (SNS) seem to again have captured PR practitioners’ imagination. Applying dialogic principles as a guiding theoretical framework, this study examines how a lifestyle brand – in this case, IKEA – builds brand-customer relationships on its WeChat official account, the latest popular SNS app developed in China. A content analysis of 118 columns of posts in IKEA’s official WeChat account was conducted while in-depth interviews with subscribers/followers to IKEA’s official WeChat account were carried out to glean real-life user experiences. The findings reveal that although the technological capacity of WeChat provides a congenital advantage for lifestyle brands to engage online subscribers/followers in more dialogic and symmetrical fashion, IKEA fails to exploit such technological potentials to the fullest, especially during the early months right after it created an official WeChat account.