The phenomenon of TikTok queues, where young people travel to specific stores or restaurants that have gone viral on TikTok, is becoming familiar in many cities. Social media has become a powerful marketing tool for entrepreneurs who want to showcase their businesses and products. The traditional method of enticing customers through physical store displays has now shifted to online platforms, where viral videos and posts attract attention and drive traffic to physical locations. This marketing strategy, known as "from hype to hyper-shopping," is particularly effective in targeting younger demographics such as Generation Z and younger Millennials, who spend a significant portion of their lives online.

Hyper-shopping involves quick viewing of products online and quick purchasing in physical stores, often with slightly lower profit margins to cater to the budget-conscious younger audience. The viral attention not only generates online buzz but also leads to long queues and curious bystanders, creating an additional marketing effect. On the other hand, a contrasting trend called slow shopping is emerging, where the focus is on creating a leisurely and immersive in-store experience. Slow shopping aims to increase brand engagement and loyalty by providing entertaining and enriching experiences for customers, rather than solely emphasizing product sales. Retailers are incorporating cafes, event spaces, galleries, and other experiential elements into their stores to keep customers engaged and encourage them to spend more time.

The slow shopping concept is also connected to conscious living and sustainability, with stores paying attention to the origin and destination of products, incorporating natural elements, and providing personalized services and repair options. The revenue model for slow shopping is based on longer customer engagement, targeting slightly older demographics such as older Millennials, Generation X, and Baby Boomers.

Whether focusing on hyper shopping or slow shopping, businesses need to put themselves in the spotlight by being distinctive and visually appealing. For hyper shopping, having an authentic mono concept and visually attractive products can help stand out on social media. For slow shopping, creating an authentic and personal interaction with customers, combined with sensory stimulation and storytelling, is key. Regardless of the approach, the goal is to position the business as a shopping destination that customers actively seek out for their next purchase.