People are queuing from midnight for Godiva mochi and I'm not convinced

The new must-have in Seoul is Godiva mochi, only sold at Lotte World Mall in Jamsil. Praline ones, fruit ones with a whole strawberry or orange segment inside, and gelato ones. Going by the menu it's roughly 7,500 to 9,000 won a piece. People post their waiting numbers, people line up from midnight, and the store ends up putting out a sold out sign. Korean comments reckon four to five hours of waiting is basically the norm. I'm sure they taste good, it's Godiva chocolate wrapped in chewy rice cake. But the comments said what I was thinking. One of the top ones asked why everyone suddenly calls chapssaltteok "mochi" now, as if a Japanese name makes the same rice cake worth double. Another just said the waiting itself is the marketing at this point. In Busan I can get a strawberry chapssaltteok from the market for a fraction of that, no queue, and the old lady throws in an extra. I'll wait for the hype to die and try one on a Tuesday.