On January 30, a new Chinese milk tea outlet, Chagee, opened its first store in Korea at the heart of Sinchon, Seoul. Lines formed as early as morning, stretching far despite freezing weather. By 2 p.m., wait times reached 188 minutes, yet crowds persisted undeterred.
Record Wait Times Grip Sinchon
Chagee recently launched outlets in Gangnam, Yeonsan, and Sinchon, drawing enthusiastic Korean shoppers. Even for takeout orders, customers endured up to four hours in line. One 20-something patron remarked, “I was shocked to see such long lines for a milk tea shop in Korea, but after 188 minutes, it was worth it.”
Another customer in her 20s noted, “Interest in Chinese culture naturally leads to curiosity about their food. Experiences like the ‘Wanghong Cheheom’—viral sensations online—are pulling more people from China into the spotlight.” Wanghong Cheheom refers to content featuring China’s biggest viral hits, captivating Korean audiences online.
Nearby, just three minutes away on foot, another Chinese brand, Cha Baidao, also boasts a Chagee store. By 3 p.m., its queue spanned 10 people deep, though exact waits remained unclear due to swift service.
Youth Embrace Chinese Brands Amid Cultural Buzz
A 20-something Kim shared, “Local brands abound, but Chinese ones offer direct flavors rarely found here—it’s quite appealing.” University student Lee added, “Brands matching popular formats tap into cultural curiosity. I expected some hype, but seeing everyday Chinese folks enjoying it shows it’s genuine.”
This surge mirrors broader trends, with Chinese franchises like Hogwo and Maratang expanding beyond milk tea into full restaurant dominance. At Heytea in Hongdae, peak afternoon waits hit 194 minutes last Friday—four hours total. High schoolers and college students joined the throngs.
One college student lamented, “Classes are tough, but this beats staying home.” Another said, “I usually prefer Starbucks, but Heytea felt fresh first time—less crowded than expected, and the brand’s allure drew me in.” A 20-something Jangwon observed, “Among 20-somethings, Maratang and Malahogwo dominate popularity. Heightened cultural pride fuels the trend.”
SNS Fuels Rise, But Quality Concerns Linger
Chinese franchises gain traction via SNS, especially among Instagram-loving youth seeking trendy vibes and ambiance. Analyst views suggest platforms amplify self-made content, boosting appeal.
At Heytea in Hongdae, college student Yi commented, “Chinese SNS overflows with shop promo content—it’s visually abundant, naturally immersing users in their culture.”
However, amid the hype, safety and quality issues persist. A 40-something Park at Bantienyao Kaohui in Hongdae, matching sales with peers, stated, “Novelty draws crowds initially, but milk tea flavors still feel somewhat unfamiliar and risky. Complete trust in Chinese products isn’t there yet.”
