Korea Now

The Waiting Phenomenon August 29, 2024

Queuing for trends may be the new trend in Seoul

IN THE bustling streets of Seoul, a peculiar phenomenon has arisen: "waiting.” What was once considered a boresome act has evolved into a social ritual, where individuals eagerly queue for everything from premium coffee to limited edition merchandise. In this era of instant gratification, the act of waiting has transcended its utilitarian purpose, becoming a symbol of validation and social currency. Queues have become synonymous with credibility, shaping consumer behavior and societal norms. This exploration delves into the intricacies of the waiting culture, dissecting its origins, manifestations, and underlying motivations.
PHOTOGRAPHED BY LEE HAN-GYOUL
Overview of the “waiting culture”

The term “waiting” has emerged as a trend throughout various fields of society. What may have been a familiar term among people eagerly waiting for their turn to go on an exciting roller coaster at an amusement park is now an adjective to describe restaurants with delightful food. The term “waiting” in front of “mat-zip[1]” would effectively act as a certification, enough to attract people and provoke them to try and visit.

An interesting aspect to point out is the shift in such waiting culture followed by the popularization of social media. Applications such as “Catchtable” and “Tabling” have become household names for those who seek trendy restaurants. There was a rapid increase in downloads in late 2022, with Catchtable experiencing a remarkable 65% growth, and Tabling following closely behind with a growth rate of 44%[2].

Some examples of the queuing culture

Arguably, the best example of a so-called “waiting mat-zip” that showcases this phenomenon would be the London Bagel Museum, a highly popular bagel shop based in Anguk, with two other branches in Seoul. Considering that bagels were not a popular bread in the country, the sudden surge of the London Bagel Museum’s popularity is noteworthy. The meticulously planned interior creates the impression that customers are actually in the capital of the UK. The vast options of bagels available for buyers to choose from all contributed to the unique brand of being a “Bagel Museum.” People normally start queuing in front of the store at 7:30 a.m. while online waiting opens at 9 a.m. via Catchtable. However, online waiting is only available from Mondays to Thursdays, meaning that people had no choice but to show up in person to issue their waiting number from Fridays to Sundays. This led to the emergence of “queues for queues,” as people started lining up in front of the queueing kiosk to issue their waiting number before being able to start the actual “waiting.” This queuing culture sparked an internet sensation, with numerous online resources ranging from blog posts to short videos being uploaded. These resources featured intriguing titles and content, portraying the entire process of purchasing bagels from the store, thereby capturing the attention of online audiences.

A more recent example of a waiting craze would be the Five Guys shop that opened in June of 2023. Since its announcement, the burger restaurant in Gangnam has been a hot topic in Korea. This sparked discussion throughout the internet as people started debating whether the restaurant chain really had that much “waiting value,” especially among people from other countries where Five Guys is no more than another burger chain option. Regardless of the online debate, the brand reached ₩10 billion in sales last year, proving its influence and cultural relevance[3]. They also continued to open three more stores in Seoul, located in Yeouido, the Seoul Express Bus Terminal, and Seoul Station[4]. All locations have generated internet hype and seen similar queuing behavior, and Five Guys has announced their plan to expand their business by opening 15 stores in the nation within the next 5 years.

This article was contributed by Yonsei University's student-led English monthly, The Yonsei Annals, written by Lee Han-gyoul.

Read the full article at the Yonsei Annals' website: http://annals.yonsei.ac.kr/news/articleView.html?idxno=11237

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