1,200 queue overnight for Chiikawa merch at Seoul’s Yongsan store as resale prices spark backlash
First seen · Oct 17, 4:04 AM (Seoul) · Last updated · Oct 17, 4:04 AM (Seoul)
Fans lined up overnight ahead of a new merchandise drop at the Chiikawa shop in Seoul’s Yongsan I’Park Mall, with more than 1,200 people in line at the peak. Limited-edition keychains are being resold at more than five times retail, prompting calls for a reservation system.
What happened
A line formed the night before a new product drop on Oct. 7 at the Chiikawa shop in Yongsan I’Park Mall, nicknamed ‘Yongchima.’ About 300 people had gathered by midnight, and the peak queue that day reportedly topped 1,200. Some who arrived at midnight still got numbers in the 380s.
Why it's trending
Purchases were limited to one per person per item, but proxy buying and proxy queuing were rampant, and limited-edition keychains resold for around 140,000 won, more than five times their retail price. The Korea Economic Daily reported that secondhand trading jumped tenfold amid the sellouts.
Reactions
Shoppers are calling for advance reservations instead of on-site queues. Careet, a trend outlet focused on teens and twentysomethings, also featured ‘1,000-person overnight line for Chiikawa merch’ as a rising meme.
What to watch
The frenzy has continued, with 297 groups waiting on a weekday morning and an estimated wait time of 174 minutes displayed. Whether the store will change its queuing system is being closely watched.