[Edaily Reporter Kim Ji-woo ] Around 6:00 p.m. on the 15th, on the first basement level of The Hyundai Seoul in Yeouido, Seoul. As I stepped off the escalator, a long line caught my eye. These were people waiting to pick up products they had ordered from “Han Jeong-seon,” a brand specializing in fruit glutinous rice cakes. The age range of the customers varied from teenagers to people in their 50s. However, standing in this line was only the final step in the purchasing process. To buy the rice cakes, customers first had to wait their turn to place an order.

Mr. Lim (35), an office worker I met at the store, said, “I was curious because there were so many food videos and photos posted on social media,” adding, “An acquaintance bought some for me to try, and since I thought it was worth the wait, I decided to visit.”

I set out to buy the product myself. First, I stood in line in front of the store to register for the waitlist. After entering my cell phone number, I was assigned wait number “1689.” There were 69 groups ahead of me in line. The estimated wait time based on the number of groups in line was also displayed: about 10 minutes for 50 or fewer groups, up to 20 minutes for 51–100 groups, and about 30 minutes for 101–150 groups.

It took about 20 minutes from registering to receive the notification to enter, place an order, and complete payment. After that, I joined another line to pick up my order. In total, it took about 40 minutes to get my glutinous rice cakes. Han Jeong-seon’s fruit-filled glutinous rice cakes cost between 4,000 and 7,000 won each. This is on the higher end compared to the market price of glutinous rice cakes, which is around 1,000 won.

Han Jeong-seon’s fruit glutinous rice cakes are characterized by their cross-section when cut open. The color and shape of the fruit inside are clearly visible, allowing customers to see the contents with their own eyes. The fruit serves not only as a flavor component but also as an element that enhances the product’s visual appeal. It’s also perfect for capturing and sharing photos or videos of the cross-section. This structure adds visual enjoyment and something to share to the pleasure of eating.

While Han Jeong-seon accepts reservations for group orders, the shop does not offer mail order or express delivery, so all orders must be picked up in person at the store. This means customers are willing to go through the trouble of visiting the store and waiting in line to make a purchase. There are currently seven stores operating in Seoul alone. The fact that these products can only be enjoyed at specific locations further enhances their exclusivity.

This phenomenon of consumers flocking to try high-priced desserts was previously seen with “Dubai Chewy Cookies” (Du-jeon-ku). Last December, Du-jeon-ku remained sold out despite a price of 10,000 won per piece.

Experts explain that if the “value consumers seek through a product”—such as taste, appearance, rarity, and new experiences—is significant, they are willing to accept even high prices.

Lee Eun-hee, a professor in the Department of Consumer Studies at Inha University, said, “When consumers look at a price, they consider not only the cost of the product’s ingredients but also the overall satisfaction and value they derive from it. If factors such as taste, appearance, scarcity, the effort put into production, the joy of appreciation, and the experience of taking and sharing photos are added, consumers may accept a higher price as reasonable.” She added, “The very act of experiencing a new brand or product before others has become a value in itself.”