In January 2024, despite freezing temperatures well below zero, a lengthy queue snaked its way in front of “The London Bagel Museum.” People braved the cold, waiting for over three hours before the restaurant even opened. Utilizing the “CatchTable” app, it became evident that more than 500 individuals were eagerly anticipating to purchase a bagel. A staff member at the London Bagel Museum remarked, “We typically see around 300- 400 customer groups waiting for takeout orders and another 100-200 teams waiting to dine in. Surprisingly, this trend even persists throughout the weekdays, with some customers arriving as early as 6 a.m. when the restaurant opens at 8 a.m.” What drives this phenomenon? This emerging trend, particularly among the younger demographic, has been coined as the “Waiting Culture.”
Line for Likes: The Waiting Culture Among the Younger Generation
The term “Waiting Culture” refers to the cultural phenomenon where individuals eagerly wait for popular experiences. This trend becomes apparent when the demand for certain events, products, or services far exceeds their availability. In waiting culture, the act of waiting is not merely a means to an end but is embraced as an enjoyable experience in its own right. Among the younger generations, Millennials and Generation Z (MZ), waiting culture has become what shapes individuals’ attitudes towards consumption, with waiting itself becoming a form of entertainment.
The waiting culture manifests in various ways, such as the creation of designated waiting zones. As waiting cultures continue to thrive, an increasing number of spaces are adapting to accommodate them. This may involve distributing merchandise to customers queuing up, redesigning the waiting area to create a unique ambiance, or providing engaging activities to pass the time while waiting. An example of this is the “Sihyunhada” frame. Renowned as a hotspot for profile photos, “Sihyunhada” boasts a diverse array of decorations within its waiting area. Here, customers encounter mirrors of various shapes, while the second floor hosts monthly pop-up exhibitions.
Moreover, as waiting has evolved into a crucial aspect of the dining experience for the younger generation, it has spurred the development of various services. These platforms include “NowWaiting,” “CatchTable,” and “Tabling.” Initially, these services primarily functioned as numbered ticketing systems aimed at managing queues outside establishments. However, they have since transitioned to more consumer-centric and convenient queuing solutions. The adoption of online waiting has become increasingly common among consumers, enabling them to join queues without physically being present at the venue. Kim Jeong-seop, chief executive officer of “NowWaiting,” commented that the extent of growth renders discussions on its magnitude futile. “The queue numbers surpassed 500 in September 2016 and soared to over 1.6 million by December 2023.”
A new cultural phenomenon called “0-cha culture ” has also emerged. In this phenomenon , individuals line up at their preferred restaurant, café, or pop-up store. While waiting, they spontaneously choose another venue to spend their time. The advent of remote queuing through apps has given rise to this 0-cha culture. These days, Generation MZ indulges in the waiting culture by leveraging these apps to gather information about potential venues to visit during their wait and plan their itinerary in advance. 0-cha culture is garnering considerable attention from the business sector as well. Kim emphasizes the ongoing active commercialization of this emerging trend. “In collaboration with Shinsegae Department Store, we are addressing this demand. We have introduced a service enabling users to queue remotely or monitor their queue status directly through the Shinsegae Department Store app, thereby facilitating 0-cha culture.”
What are Generation MZ’s thoughts on this waiting culture? We interviewed Choi Hyeon-ah, a student of the School of International Studies at Hanyang University (HYU), who has firsthand experience with it. Choi shared her perspective: “Recently, I had a special occasion and decided to visit a renowned western restaurant in Seongsu, booking a date and time using the ‘CatchTable’ app. I was captivated by the adorable photo of the potato salad and had high expectations. However, the experience did not quite live up to my hopes, leaving me feeling disappointed.” She also weighed in on the trend of sharing waiting experiences on social media, saying, “When I see posts about visiting popular places or restaurants, my initial reaction is, ‘Wow, how did they manage to wait for so long?’ While I do find it exciting, I also believe that this enthusiasm can sometimes be excessive, considering the time and effort invested compared to the quality of the service or goods received.”
Exploring the Dynamics of Waiting Culture
The emergence of this culture can be attributed to the widespread influence of “Social media sharing culture.” Generation MZ commonly shares moments from their daily lives on social media platforms, and this sharing dynamic has played a pivotal role in the proliferation of the waiting culture. While waiting, consumers actively share their experiences via social media, fueling excitement through social interaction. For instance, in February 2024, posts with the hashtags #waiting reached 193,000, and #openrun surpassed 125,000. Han Sang-lin, a professor in the School of Business at HYU, commented, “The pleasure derived from waiting is accentuated by the opportunity to disseminate one’s experiences and enjoyment with a broader social network via social media platforms, concurrently fostering opportunities for acquisition of more knowledge.”
The culture of sharing on social media platforms has the potential to magnify enjoyment, yet concurrently, it can also exacerbate personal anxiety coming from the Fear Of Missing Out (FOMO). Professor Han elucidates how FOMO can catalyze the emergence of a waiting culture. “FOMO encapsulates the vague apprehension or anxiety individuals experience when perceiving that others are enjoying and sharing experiences on social media platforms, leading to a sense of exclusion. Consequently, individuals may feel compelled to hastily seek out these perceived hotspots, thereby engaging in waiting behaviors.”
Pay the Dime, Skip the Line: Is It Truly Fair?
Meanwhile, there is a growing concern that the “digital divide” among generations may be widening, particularly as the waiting and ordering processes become more automated. Data from the app analytics service “WiseApp” reveals that over 80 percent of users of prominent waiting apps fall within the age brackets of 20s to 40s, while only about 10 percent are over 50 years old.
One of the most contentious apps in this context is “Ddocdoc.” Ddocdoc functions as a platform for medical intake and appointments. However, starting from September 2023, Ddocdoc began charging a monthly fee of 1,000 won. Since the implementation of this fee, there have been cases where hospitals exclusively accept appointments made through Ddocdoc, posing challenges for individuals who are digitally marginalized and unable to utilize Ddocdoc to access medical care. Criticisms have also arisen regarding Ddocdoc allegedly commodifying children’s health for profit, as well as concerns that platform companies, rather than hospitals or patients, are excessively collecting personal health information for monetary gain. Moreover, as hospital bookings are mainly handled through the app, there is a decrease in on-site reception capacity. This elevates the risk of pediatric patients facing emergencies and limits patients’ rights to choose their medical facility. These issues raise questions about the accessibility of hospitals for the digitally marginalized, the ethics of a system in which private companies profit from medical institution usage, and the equitable prioritization of treatment between on-site visitors and paid members of the app.
Waiting has transformed into a cultural norm among Generation MZ, symbolizing a fair principle where desires are fulfilled based on arrival order. Nonetheless, the emergence of this waiting culture has unveiled marginalization among certain groups. To uphold fairness and inclusivity, it is imperative to cultivate a waiting culture that accommodates everyone’s needs. This may entail introducing offline waiting alternatives or designing user-friendly waiting apps. By taking such steps, we can ensure that waiting experiences are equitable and accessible to all individuals involved.