[Weekender] Hurry up and wait (주말판) 먼저가서 기다린다

[김우정]

오픈런에 대한 기사입니다.
팬데믹이 시작된 2020년 명품 브랜드들을 가격인상전에 사기위해 줄서던 것이 오픈런의 시작이었습니다.
이제는 베이글, 햄버거 등 맛집에서 음식을 사기위해 줄을 서는 일이 트렌드가 되었습니다.
새로 개봉하는 영화를 제일 먼저 보거나, 프로야구 등 운동선수들의 사인을 받는 오픈런도 있습니다.
자신이 좋아하는 것을 얻기위한 기다림은 당사자에게는 큰 기쁨이겠습니다. 
 
[Weekender] Hurry up and wait
(주말판) 먼저가서 기다린다
 
Once considered incomprehensible, competitive queuing for scarce purchases, special experiences has become a trend
한때는 이해할 수 없었던 명품구매를 위한 경쟁적인 줄서기가 특별한 경험이 트렌드가 되다
 
By Lee Si-jin 이시진 기자
Published : Aug 5, 2023 - 16:01       Updated : Aug 5, 2023 - 16:57
Korea Herald

A long line forms in front of Kokkili Bagel in Yeongdeungpo-gu, western Seoul on July 29.  (Lee Si-jin/The Korea Herald) 7월29일 서울 영등포구에 있는 코끼리 베이글 앞에 긴 줄이 늘어서 있다. (이시진/코리아 헤럴드)

People started arriving one after another holding parasols to line up at the entrance of Kokkili Bagel, a local bakery in Yeongdeungpo-gu, western Seoul, a little after 7 a.m on July 29.
7월 29일 오전 7시가 조금 넘은 시각, 서울 서부 영등포구의 동네 빵집 코끼리 베이글 입구에 줄을 서기 위해 파라솔을 든 사람들이 속속 도착하기 시작했다.

Though the door was closed and the lights were off, more bagel lovers gathered and formed a long line that stretched to the street’s end as it neared 8:30 a.m., the bakery’s opening time.
문이 닫히고 불이 꺼졌지만 베이커리 오픈 시간인 오전 8시 30분이 가까워지자 더 많은 베이글 애호가들이 모여 길 끝까지 길게 줄을 섰다.

They were all there to do their Kokkili Bagel “open run” that morning.
그들은 모두 그날 아침 코끼리 베이글 "오픈 런"을 하기 위해 그곳에 온 것이다.

Origins of 'open run' culture
‘오픈런’ 문화의 기원

It was not long ago that this term -- open run - was first used in Korean with a slightly different meaning to its regular English usage.
오픈런이라는 용어가 한국어에서 처음으로 사용된 것은 얼마 전의 일이고 한국어는 일반적인 영어 사용과는 약간 다른 의미로 사용되고 있다.

In Korea, an open run refers to standing in a long line, waiting to enter a restaurant or shop as soon as its doors open.
한국에서, 오픈런은 식당이나 가게의 문이 열리자마자 들어가기 위해 긴 줄을 서서 기다리는 것을 말한다.

The term was coined at the height of the COVID-19 pandemic in 2020, when the number of customers allowed in stores was restricted by social distancing rules and luxury brands like Chanel had announced imminent price increases.
이용어는 2020년 코로나19 팬데믹이 한창일 때 만들어졌는데, 샤넬과 같은 고급 브랜드가 사회적 거리두기 규정에 의해 매장내 허용되는 고객 수가 제한되고 가격인상이 임박했다고 발표했다.

Hoping to buy before the price hike, loyal customers flocked to such stores -  but so did bulk buyers with plans to resell the items elsewhere.
가격 인상 전에 구매하기를 바라는 충성고객들이 그러한 매장으로 몰려들었지만, 다른 곳에서 물건을 되팔 계획을 가진 대량구매자들도 마찬가지였다.

Images of long lines outside department stores with customers sitting on folding camping chairs and picnic mats and covered in blankets went viral, leading many to question if one should go that far to buy luxury goods.
손님들이 접이식 캠핑 의자와 피크닉 매트에 앉아 담요를 뒤집어쓴 채 백화점 밖에 길게 줄을 선 모습이 입소문을 타면서 명품을 사기 위해 그렇게 가야 하는지 많은 이들의 궁금증을 자아냈다.

People made fun of those who stayed up all night or arrived at stores at the crack of dawn.
사람들은 밤을 새거나 새벽녘에 가게에 도착한 사람들을 놀렸다.

It was not difficult to spot hate comments in online communities, comparing those waiting in line to homeless residents.
온라인 커뮤니티에서 줄을 서서 기다리는 사람들과 노숙자 주민들을 비교하면서 혐오 댓글을 발견하는 것은 어렵지 않았다.

But the phenomenon was not new. Long before the term "open run" was used, clothing retailers often tried to create a buzz by teaming up with designers to offer limited edition items that fans would have to queue for hours for a chance of buying.
그러나 이 현상은 새로운 것이 아니었다. "오픈 런"이라는 용어가 사용되기 훨씬 전, 의류소매업자들은 종종 팬들이 구매 기회를 위해 몇시간 동안 줄을 서야 할 한정판 상품들을 제공하기 위해 디자이너들과 팀을 이루어 유행을 일으키려고 했다.

But open runs are no longer limited to clothing shops. They happen at other retailers, cafes, restaurants and even box offices, offering self-satisfaction and a unique experience for those willing to stand in line for hours for a few moments of gratification.
하지만 오픈런은 더 이상 의류 매장에만 국한되지 않는다. 그것들은 다른 소매점, 카페, 식당 그리고 심지어 박스 오피스에서도 발생하며, 몇 시간 동안 기꺼이 줄을 서서 만족하는 사람들에게 자기만족과 독특한 경험을 제공한다.

Self-satisfaction and special experience
자기만족과 특별한 경험

Lee Do-hun, a 43-year-old office worker living in Mok-dong, southwestern Seoul, chose to drive 15 minutes to Kokkili Bagel instead of walking to a closer Paris Baguette -- Korea’s ubiquitous bakery franchise.
서울 남서부 목동에 사는 43세의 회사원 이도훈씨는 한국의 어디에서나 볼 수 있는 빵집인 파리바게뜨로 걸어가는 대신 코끼리베이글까지 15분을 운전하기로 했다.

Though he had left his house at 7:10 a.m., there was already quite a long line by the time he arrived.
그가 아침 7시 10분에 집을 떠났지만, 그가 도착했을 때는 이미 꽤 긴 줄이 있었다.

The bagels at Kokkili Bagel are worth the wait in the sweltering summer heat, Lee said.
코끼리 베이글의 베이글은 무더운 여름 더위 속에서 기다릴 가치가 있다고 이씨는 말했다.

“The wood-fired bread, including the bagels, are amazing. They are not baked in an electric oven. I wonder if that’s what makes Kokkili Bagel so special,” he said.
"베이글을 포함한 나무로 구운 빵은 놀랍다. 그것들은 전기오븐에서 구워지지 않는다. 나는 그것이 코끼리 베이글을 특별하게 만드는 것인지 궁금하다,"라고 그는 말했다.

Lee said he is willing to stand in line in the early morning waiting for it.
이씨는 새벽에 줄을 서서 기다릴 용의가 있다고 말했다.

A line of customers waits to enter Kokkili Bagel. (Lee Si-jin/The Korea Herald) 코끼리 베이글에 들어가기 위해 줄을 선 손님들. (이시진 / 코리아 헤럴드)  

“I was one of those people who felt the 'open run' culture was a little strange. But, come to think of it, this is just another way of doing something that you really like,” the father of two boys said.
"나는 '오픈 런' 문화가 조금 이상하다고 느낀 사람들 중 한 명이었다. 하지만, 생각해 보니, 이것은 당신이 정말 좋아하는 것을 하는 또 다른 방법일 뿐이다,"라고 두 아들의 아버지는 말했다.

“I didn’t choose to wait in line to brag on Instagram or to take photos to prove I had been there. I just wanted to eat delicious food and experience the excellent chewiness of Kokkili Bagel with my family,” Lee added.
"나는 인스타그램에서 자랑하기 위해 줄을 서서 기다리거나 내가 그곳에 갔다는 것을 증명하기 위해 사진을 찍지 않는다. 나는 단지 맛있는 음식을 먹고 가족과 함께 꼬끼리 베이글의 뛰어난 씹히는 맛을 경험하고 싶었다,"라고 이씨는 덧붙였다.


The popularity of renowned US chain burger restaurant Five Guys in Gangnam-ku, southern Seoul, which opened June 26 does not seem likely to wane anytime soon -- the store is still bustling with burger lovers.
6월 26일 문을 연 서울 강남구의 유명한 미국 체인 버거 식당 파이브 가이즈의 인기는 곧 줄어들 것 같지 않다. 그 가게는 여전히 버거 애호가들로 북적이고 있다.

“As soon as I read the news that South Korea’s first Five Guys burger restaurant would open in June, I made a plan to eat those burgers. I decided to make an open run to avoid large crowds,” a 21-year-old convenience store worker surnamed Kim told The Korea Herald on Tuesday.
"6월에 한국의 첫 파이브 가이즈 버거 식당이 문을 연다는 뉴스를 읽자마자, 저는 그 버거를 먹기로 계획을 세웠다. 나는 많은 사람들을 피하기 위해 오픈런을 하기로 결정했다,"라고 21세의 편의점직원 김모씨가 화요일 코리아 헤럴드에 말했다.

Five Guys asks visitors to enter their phone number on a tablet in front of the store -- when it is your turn to enter, you will get a text message. The idea is that this process is supposed to eliminate the need to stand in line. But there is still a line to enter your number, according to Kim.
파이브 가이즈는 방문객들에게 가게 앞 태블릿에 전화번호를 입력하라고 요구한다. - 당신이 들어갈 차례가 되면, 문자가 올 것이다. 이 과정은 줄을 설 필요를 없앤다는 것이다. 그러나 김씨에 따르면, 번호를 입력해야 하는 줄이 아직도 있다고 한다.

“My friends read some online posts and reviews about the restaurant. They told me that I might have to wait several hours to eat a hamburger. But that was not a problem,” Kim said. Kim, who joined the line at 9 a.m., got his burger at noon.
"내 친구들은 그 식당에 대한 몇몇 온라인 게시물과 후기를 읽었다. 그들은 내가 햄버거를 먹기 위해 몇 시간을 기다려야 할지도 모른다고 말했다. 그러나 그것은 문제가 되지 않았다,"라고 김씨는 말했다. 오전 9시에 대열에 합류한 김씨는 정오에 햄버거를 먹었다.

The young burger lover wanted to experience the differences between a Five Guys burger and his fast-food picks at McDonald’s and Lotteria.
이 젊은 버거 애호가는 맥도날드와 롯데리아에서 파이브 가이즈 버거와 패스트푸드 햄버거의 차이점을 경험하고 싶었다.

“From free peanuts to salted caramel shakes, everything was new. The burger was very juicy and delicious. And even the French fries seemed different. I have no regrets about my early open run,” Kim said, his face beaming.
"무료 땅콩부터 소금에 절인 카라멜 쉐이크까지, 모든 것이 새로웠다. 그 버거는 매우 육즙이 풍부하고 맛있었다. 그리고 심지어 감자튀김도 달라 보였다. 나는 초반 오픈런에 대해 후회가 없다."라고 김씨는 얼굴에 미소를 띠며 말했다.
 

Visitors wait in line to enter their phone numbers on a tablet in front of the Five Guys burger restaurant  located in Gangnam-gu, southern Seoul, on Tuesday. 화요일, 방문객들이 서울 강남구에 위치한 파이브가이즈버거 레스토랑 앞 태블릿에 전화번호를  입력하기 위해 줄을 서서 기다리고 있다.

Meanwhile, others welcomed the open run phenomenon as it brightens their ordinary lives with a special experience.
한편, 다른 사람들은 오픈런 현상이 특별한 경험으로 그들의 평범한 삶을 밝게 해주므로 환영했다.

“I make most of my open runs in theaters and pop-up stores,” a 23-year-old Kyung Hee University student surnamed Park told The Korea Herald.
"나는 극장과 팝업스토어에서 대부분의 오픈런을 한다," 라고 23살의 경희대학교 학생 박모씨가 코리아 헤럴드에 말했다.

Park, a Harry Potter enthusiast, shared that her first open run experience was in April last year.
해리포터의 열광적인 팬인 박씨는 자신의 첫 오픈 런 경험이 작년 4월이었다고 말했다.

“My friend and I were two of the first people to watch ‘Fantastic Beasts: The Secrets of Dumbledore’ last year in Korea. We booked tickets for the first screening of the film, which was at 6:20 a.m. I did it to avoid seeing any spoilers on YouTube or other online communities,” Park said.
"제 친구와 저는 작년에 한국에서 '판타스틱 비스트: 덤블도어의 비밀'을 처음 본 사람들 중 두 명이었다. 우리는 오전 6시 20분에 그 영화의 첫 상영회 티켓을 예약했다. 나는 유튜브나 다른 온라인 커뮤니티에서 스포일러를 보는 것을 피하기 위해 그렇게 했다,"라고 박씨는 말했다.

This decision brought her an unexpected gift.
이 결정은 그녀에게 뜻밖의 선물을 가져다주었다.

“Coming out of the theater, we saw a long line of people in front of the ticket booth in the morning. It did not take long for us to realize that those people had been in the audience with us. We learned that CGV was giving away a limited number of posters to the audience,” Park said.
극장 밖으로 나오면서, 우리는 아침에 매표소 앞에 긴 줄을 선 사람들을 보았다. 우리는 그 사람들이 우리와 함께 관객석에 있었다는 것을 깨닫는데 오래 걸리지 않았다. 우리는 CGV가 제한된 수의 포스터를 관객들에게 주고 있다는 것을 알았다,"라고 박씨는 말했다.

“From that day on, I have been trying to make open runs for my favorite movies, hoping to receive special posters to make a great memory about the film,” she said.
"그 날부터, 나는 그 영화에 대한 좋은 기억을 만들기 위해 특별한 포스터를 받기를 바라며 제가 가장 좋아하는 영화를 위해 오픈런을 하려고 노력하고 있다," 라고 그녀가 말했다.

Park Sang-ho, 36, who has been a fan of the LG Twins -- the Seoul-based Korean baseball club -- shared that he made his first-ever open run to Jamsil Baseball Stadium earlier this year.
서울의 야구클럽인 LG 트윈스의 팬이었던 36세의 박상호씨는 올해 초 잠실 야구장에 처음으로 오픈런을 했다고 말했다.

“The team offered a limited number of yellow-colored towels on a first come, first served basis. The towel is a popular tool to cheer for the team during the 2023 season,” Park said. “LG Twins offered the towel for the special occasion. And I felt that this was a chance to show my devotion to the team as a fan. It matched my ‘sohwakhaeng’ lifestyle,” Park said.
"그 팀은 선착순으로 제한된 수의 노란색 수건을 제공했다. 그 수건은 2023 시즌 동안 그팀을 응원하기 위한 인기있는 도구이다,"라고 박씨는 말했다. "LG 트윈스는 그 특별한 기회를 위해 그 수건을 제공했다. 그리고 나는 이것이 팬으로서 그 팀에 대한 저의 헌신을 보여주는 기회라고 느꼈다. 그것은 나의 '소확행' 라이프스타일과 일치했습니다"라고 박씨는 말했다.

"Sohwakhaeng" is a Korean expression‎ meaning “small but certain happiness,” that has been trending in South Korea for the past several years.
"소확행"은 지난 몇 년간 한국에서 유행해온 "작지만 확실한 행복"을 의미하는 한국어 표현이다.
 

Fans wait in line to meet their beloved sports stars four hours before a baseball game at Jamsil Baseball Stadium  in Songpa-gu, eastern Seoul, on Wednesday. (Lee Si-jin/The Korea Herald) 수요일, 잠실야구장에 야구경기 4시간 전부터 팬들이 사랑하는 스포츠 스타들을 만나기 위해  줄을 서서 기다리고 있다. (이시진/ 코리아 헤럴드)

 
 
He said money did not mean much in most open run cases.
그는 대부분의 오픈런 사례에서 돈은 큰 의미가 없다고 말했다.

"I heard that some fans do baseball open runs several hours before the beginning of a game to take photos, get autographs and cheer on their beloved athletes," Park said.
"저는 몇몇 팬들이 경기 시작 몇 시간 전에 사진을 찍고 사인을 받고 사랑하는 운동선수들을 응원하기 위해 야구 오픈런을 한다고 들었다," 라고 박씨는 말했다.

“Anyone who is willing to show their passion and effort can do an open run. I think it’s a great way to feel a sense of achievement as well,” he said.
"자신의 열정과 노력을 기꺼이 보여주는 사람은 누구나 오픈런을 할 수 있다. 나는 그것이 성취감을 느낄 수 있는 좋은 방법이라고 생각합니다"라고 그는 말했다.

#오픈런(Openrun) #경쟁적인줄서기(Competitivequeuing) #희귀상품구매(Scarcepurchases) #특별한경험(Specialexperiences) #코끼리베이글(KokkiliBagel) #코비드19(COVID-19pandemic) #명품 (Luxurybrands) #자기만족(Self-satisfaction) #독특한경험(Uniqueexperience) #소확행(Sohwakhaeng)