2024-03-17 08:16:34
‘Zero culture’ of waiting for a service that notifies you when it is your turn and working on something else.
Combined analysis of the characteristics of the 2030 generation who do not want to waste time on the desire to experience famous places
“For those who are here now, it will take regarding 3 hours to take out and 4 hours to eat in the store.”
At around 12 noon on the 16th, in front of a popular bakery cafe in Jongno-gu, Seoul. As I stood in line to receive my number, a store employee informed me as follows. In front of the cafe, regarding 50 customers were waiting in groups of twos and threes.
When I entered my cell phone number into the machine in front of the store entrance, ‘508’ appeared as the waiting number. There was also a notice saying that you would be notified via KakaoTalk when it was your turn.
At around 12 noon on the 16th, customers are standing in front of a popular bakery cafe in Jongno-gu, Seoul, waiting to enter the store. yunhap news
Se-mi Lee (34), whom we met in front of the cafe, said, “I waited at 10:30 in the morning and came to the perfume workshop with my friend to take a one-day class.” She added, “It’s a place famous for having a lot of waiting, so I had no idea what to do while waiting two weeks in advance.” “I have a plan in place,” he said.
Jang Seo-young (23) and Kang Seon-woo (22), who were waiting in line to register, said, “I was told I would have to wait for 3 to 4 hours, so I will eat and go to a nearby accessory store or cafe.”
Recently, as popular cafes and restaurants provide a service that sends KakaoTalk message notifications to customers who have registered on the waiting list regarding 10 minutes before the entrance time, a phenomenon of ‘zero parking’ is emerging among young people.
If eating at a good restaurant is ‘first’, it is called ‘zero’ because you have to wait before it and spend time somewhere else.
There are quite a few people who think it is difficult to wait 3 to 4 hours for a place no matter how famous it is, but young people say that they feel a sense of accomplishment by experiencing a hot topic.
In particular, young people more often hear regarding restaurants and cafes that are popular through social media (SNS), and they often visit and post regarding them on SNS.
Oh Mo (29), an office worker, said, “I like it because I feel like I’ve accomplished a ‘quest’ when I eat at a restaurant with a long wait.” Quest is a term that refers to a task that the user must perform in the game.
Ms. Oh said, “My boyfriend and I leave a record by posting pictures of good restaurants on the app we use.”
View of the store entry waiting registration device. yunhap news
Mr. Kim (32), an office worker who visits a famous restaurant or cafe with a long waiting line regarding 2 to 3 times a week on average, said, “I am curious regarding how good the place is, and I want to experience a famous place. Above all, I can relieve the stress of working in a good space. “The biggest thing is that I want to have fun with people I like,” he said.
Mr. Kim added, “If possible, rather than going to an ordinary restaurant, I would like to go to a famous place and have a more valuable experience in the same amount of time.”
Lee Eun-hee, a professor of consumer studies at Inha University, said, “In the case of the MZ generation, due to the influence of SNS, they try to visit famous restaurants even if the waiting time is long.” He added, “It can be seen that they place great value on directly experiencing hot restaurants or places.”
Those who enjoy the zero-order culture actively seek ways to avoid ‘wasting’ waiting time, which usually amounts to several hours, which is also a characteristic of young people who want to use their time as efficiently as possible.
Mr. Jeong (26), an office worker who recently visited a pop-up store selling famous character products, said, “I met early with my boyfriend, waited in line, and went to a nearby prop store.” “When I go, I tend to find places worth seeing nearby,” he said.
Lim Myung-ho, a professor of psychology at Dankook University, explained, “The MZ generation has naturally developed an attitude of trying to save time as they have experienced a lot of frustration in difficult social and economic times such as relatively slow economic development and COVID-19.”
He added, “(Zero culture) fits well with the characteristics of the current MZ generation, which prioritizes how well they use the present and how happy and satisfied they feel now rather than the future.”
Professor Lee also analyzed, “It can be said that ‘zero culture’ has emerged due to the combination of the desire to experience famous places on social media and the inability to tolerate wasteful use of one’s time.”
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