Waiting in line is a common phenomenon at popular places in Korea. People line up not only for cafes and restaurants, but also to visit exhibition halls as well as pop-up shops that sell limited edition stationery, cosmetics and clothing. There is also a term called “open run” where people line up before a place opens to get inside as quickly as possible.
This trend is related to the values of the Korean MZ generation (Millennials and Gen Z). It is the leading generation when it comes to consuming an experience. To this generation, consumption is not about owning something but rather about experiencing the philosophy or story contained in the product and sharing it on social media. That’s why they find waiting meaningful.
The value of the experience that consumers want is related to whether or not there is a wait. This is because going to a place where there’s a wait means visiting a popular place. People often recommend places through social media by using the expression “the best wait ever.” This shows that the waiting time indicates the place’s popularity or the value of visiting.
Writer. Sung Ji Yeon
You may have seen visitors waiting to enter a famous place at least once. Queuing in line has become a new waiting phenomenon. Queuing in line at a famous place is nothing new. While queuing in line is a phenomenon seen anywhere in the world, waiting has become a cultural trend in Korea.
Worth the Wait
Waiting Becomes
a Culture
Waiting has become a part of Korean culture and is even more convenient through the use of waiting services. There’s no need to actually wait in line at popular places in Korea. All you have to do is visit the place and give them your phone number or enter your information on a waiting app to keep your place in line.
Waiting apps provide information on places that offer remote waiting based on the number of people, the reason you are dining out and location. The apps send the user a notification when it is their turn to enter. Users can pay to move up in line or postpone their entry. People can use these apps to move around freely instead of having to stand and wait in line.
A new concept known as “zero-order space” has been created thanks to this new waiting phenomenon. This concept refers to the space where people spend time around popular places. People can find cafes or exhibition halls near the place they have made a reservation for and explore the surrounding area instead of waiting in line.
There are even shops that make the waiting experience enjoyable. The cafe Knotted World created a photo zone outside the shop with cupcake models and other sculptures. Gosim Pharmacy, a pop-up shop featuring the character Gosimperson, handed out notepads printed with a list of products for sale, a bingo game and a questionnaire to people waiting outside.
There are numerous places that make the waiting experience enjoyable for people, so take a look around if you visit a popular location in Korea. Even the waiting will allow you to have a fun and fulfilling day.
