Even before the shiny red curtains opened at 5 p.m., a line of people, dressed head to toe in red-and-green sequins, formed outside Mariah Carey’s holiday bar, a new pop-up lounge inside the Virgin Hotels New York.

“I heard about this bar from Mariah herself on Instagram,” said Anthony Carey, 43, who was visiting from Liverpool, England, where he works at the National Health Service.

He is so devoted to the singer that he legally changed his last name to Carey when he was 21, and he has a room in his home filled with her merchandise.

“The minute reservations got released I booked it,” he said.

Ms. Carey, who every year seems to campaign a little harder for the title of “Queen of Christmas,” opened the space in late November, blocks from the Empire State Building in Midtown Manhattan.

The bar, lush with tinsel, is a homage to the musician and a cross-branding extravaganza with Black Irish, Ms. Carey’s cream liqueur, and Bucket Listers, an app that produces experiences. Tickets have been sold out for weeks, and there are steady lines out the door of people hoping to get inside anyway.