In the spring of 2022, queues formed before shops opened in South Korea for the relaunched Pokémon bread. A Korea JoongAng Daily photo caption recorded customers lining up outside a Seoul discount store on 25 April and then taking the bread one by one after opening. Another contemporary photograph showed people waiting outside a wholesale mart in Yongin on the morning of 9 April.
The attraction was not only the bread. Each package contained a randomly selected Pokémon sticker, so the character remained unknown until opening. Because an earlier version had been sold in the late 1990s, demand came not only from children but from adults revisiting a product associated with their youth.
The distinctive feature of this queue was the combination of buying food and collecting. The bread could be the same while the small item inside differed. A place in the pre-opening line offered both a chance to secure scarce stock and an earlier turn at the lottery hidden inside the wrapper.