In a strategic move to enhance customer satisfaction, Starbucks has implemented a new policy across all its locations in South Korea, urging patrons to leave behind bulky devices when they step away from their tables. Announced Thursday, every store has displayed notices banning large equipment, including power strips and extensive cubicle-style dividers.
These signs serve a dual purpose: they remind customers to take their belongings if they plan to leave for an extended period and encourage the efficient use of shared tables. A representative from Starbucks elucidated that this policy aims to maintain a comfortable environment for all guests. “While laptops and smaller personal devices are welcome, customers are asked to refrain from bringing desktop computers, printers, or other bulky items that may limit seating and impact the shared space,” the spokesperson explained to Business Insider. Importantly, these guidelines do not impose time restrictions on those who choose to dine in.
Starbucks boasts over 2,000 outlets in South Korea, making it the company’s third-largest market after the United States and China. This recent policy aligns with a rapidly burgeoning trend in the country known as “cagongjok,” which describes individuals who occupy coffee shops for long hours to work or study.
While the majority of these patrons use laptops, the trend has also seen some customers bringing in considerably larger equipment such as monitors and printers, as well as—wait for it—partition panels. A social media post illustrating a customer in South Korea with a three-sided partition and a computer exemplifies this phenomenon, showcasing just how far some have taken the concept of a “mobile office.”
The rise of this trend is rooted in South Korea’s changing labor landscape and the widespread shift toward remote work. Post-pandemic, many employees adjusted to working from home, and as they gradually returned to their offices, skyrocketing rents and limited redevelopment opportunities in Seoul restricted available commercial space. In a city where businesses fiercely compete for every square foot, cafés have flourished as makeshift workspaces.
Jo Elfving-Hwang, an associate professor of Korean society and culture at Australia’s Curtin University, noted that businesses have adapted by turning to co-working spaces or allowing employees to work remotely. “People just started working from home more, and [businesses] discovered that they didn’t necessarily need a space in the same way,” she shared with Fortune.
However, not everyone is pleased with the emergence of “cagongjok.” Some café owners voice frustration, labeling these long-term patrons as “electricity thieves” who commandeer tables for hours while purchasing just a single beverage, thereby limiting availability for other guests. As such, it seems only natural for cafés to strive to reclaim their identity as spaces for leisure and relaxation rather than simply functioning as remote work hubs, according to Elfving-Hwang.
What prompted Starbucks to implement this new policy in South Korea?
The new policy was introduced to enhance customer experience by preventing the overcrowding of space caused by bulky devices like desktop computers and printers.
What does the term “cagongjok” refer to in the context of South Korea’s café culture?
“Cagongjok” describes individuals who occupy coffee shops for extended periods to work or study, often occupying tables for hours with minimal purchases.
How is the rise of remote work influencing café dynamics in South Korea?
As more employees work from home and the demand for physical office space decreases, many have turned to cafés as alternative workspaces, leading to a shift in how these establishments are utilized.
