Money FM aired an interview with Mr Benjamin “Miyagi” Lee, Associate Director of APRW on their “Talk of the Town” segment during their show, Let’s Talk Singapore.
During the interview, Ben discussed the psychology behind Singaporeans’ willingness to queue, especially for product launches such as the recent Swatch x Audemars Piguet collection. He noted that queues create a perception of value and desirability, with scarcity and exclusivity driving consumer behaviour. Ben noted that Singaporeans dislike when people cut into queues, due to a perceived fear of missing out. Ben also highlighted that queues themselves can become part of a marketing campaign, where brands are not only selling the product, but the feeling that comes with owning the product.
Ben acknowledged Singaporeans’ tendency to assume that a product is good if they see a long queue of people waiting for it, even if they know nothing about the product itself. He also agreed that queueing builds a sense of community, belonging, and camaraderie, forged through the shared discomfort of waiting in line.
On how brands can create a ‘queuing sensation’, Ben noted that social media can be a powerful tool for driving physical turnout and generating on-ground buzz.
Link to clip
About the Author
Benjamin “Mr Miyagi” Lee is Associate Director at APRW with over two decades of experience in strategic communications, content creation, and digital storytelling. He helps organisations develop compelling narratives that strengthen brand reputation and audience engagement.