TAIPEI (Taiwan News) — Taiwanese often join lines not out of necessity, but for pleasure and the fear of missing out.
While queuing used to be a chore or courtesy, a new generation is lining up for fun. It’s a similar situation in other Asian hotspots like Singapore, Japan, and South Korea, where the phenomenon is called the “waiting craze.”
Getting in line for popular products, novel dining experiences, or tickets for celebrity events is now seen as a symbol of social dynamics. It’s what people do.
Long lines are also something businesses and celebrities seek to create, driving up demand and interest in what they are selling. A-Ken’s (阿Ken) GooDonuts is a case in point.
The veteran star of stage and screen has either seen a good marketing opportunity for selling celebrity confections, or was sold the idea. For the past few weeks his simple but smart store near Taipei Main Station has been drawing in crowds of hundreds.
Lines have formed for a chance to sample his pistachio creme donuts, and other variants, by promoting them through his Instagram account. He has created demand by having just one or two servers and only opening in the afternoon: As he puts it on Facebook, “Have a good day! Have a GooDonut! Love you all!”
Doing the math, each customer takes about a minute to get their order. So, joining the line at about 100 people means a wait time of an hour and 40 minutes — which was confirmed anecdotally by those doing so on a recent weekday.
A-Ken thanks his fans for lining up, as well he might, since that is one element of the business model for creating a “consumption craze.” Queues drive demand.
Whether it’s a new Harry Potter - Mahou Dokoro outlet at the newly unveiled LaLaport Nangang department store, computer game, or the latest night market treats, joining the line with friends or family is a way of celebrating life. It ends with a prize that validates the wait and makes life worth living in the moment.
So embedded is the “waiting craze” that some people join a long line even before they know what it’s for. Also known as fear of missing out, or FOMO, the idea here is that if there’s a line, there must be something worth waiting for at the end of it.
In Singapore, there is a Hokkien term for this type of behavior. "Kiasu" (驚輸) is broadly similar to FOMO but also describes a competitive, even selfish attitude toward life. In terms of queueing, it could mean getting up early to be first in line, paying someone to queue, or gaming the system if there are online sales.
While there can be long waits and significant investment in terms of time and effort, crazy queueing is worth it because it gives bragging rights. Winners have a tale to tell about how long they had to wait, and boast online by showing off the goods. It’s fun and a flex.
Taiwan is not as competitive, but the joy and pride in getting to the end of the line and getting that dopamine achievement fix cannot be underestimated.
See video “Queue of queues,” as fans line up for A-Ken’s donuts near Taipei Main Station.
