Starbucks tightens restrictions on in-store work, and it seems justified given the items customers are bringing in.
Starbucks Korea Cracks Down on 'Cafe Study Tribes'
Starbucks Korea is taking steps to prevent its stores from becoming personal offices or study rooms for a growing number of customers who have been setting up extensive workstations. The company is asking customers not to use tables meant for multiple people exclusively and not to bring bulky equipment like desktop computers, printers, office partitions, and multi-outlet power strips.
This policy aims to maintain a communal atmosphere, ensure seating availability, reduce noise, and prevent disruption for other customers. The term "cagonjok," a Korean portmanteau derived from "cafe" and either "gongbu" (which means study) or "gong" (work), refers to individuals who occupy cafes for extended periods, setting up workstations with various equipment.
The crackdown reflects Starbucks Korea's response to a growing trend—exacerbated by the post-pandemic shift towards remote work—where some patrons use cafes as low-cost, office-like spaces, often inconveniencing other customers and affecting the shared space experience. The policy started in 2025, with visible signs posted in stores and staff instructed to enforce the restrictions verbally when necessary.
The number of coffee shops in South Korea has nearly doubled since 2015, largely due to a trend of remote working. However, this trend has led to an issue where some customers have been using cafes as their personal workspaces for extended periods, effectively turning cafes into their personal offices or study rooms.
Starbucks is addressing a group known as 'cagonjok', a Korean term for a 'cafe study tribe'. The company's policy specifically mentions that personal desktops, printers, power strips, and screens cannot be used in the store. Customers are also asked to remove their belongings if they leave their seat for a long time to ensure smooth seating use.
The issue of cagonjok using Starbucks stores as their workspace is not common globally, but it is more prevalent in South Korea. The Korean Herald reported that Microsoft is considering a potential crackdown on remote working and may require employees to return to the office, but this issue is not common in Starbucks stores globally.
The Korea Foodservice Industry Research Institute estimates that the price of a coffee only covers one hour and 31 minutes of seat time before it becomes unprofitable in Starbucks stores in South Korea. The signs displayed in Starbucks stores in South Korea ask customers to be considerate of other customers and not to use tables meant for multiple people exclusively. The signs also request customers to use tables that can be used by several people considerately, so that other customers can also use them.
In conclusion, Starbucks Korea is taking steps to address the issue of customers using its stores as personal workspaces for extended periods. The company is asking customers not to set up workstations with bulky equipment and to be considerate of other customers. This policy aims to maintain a communal atmosphere, ensure seating availability, reduce noise, and prevent disruption for other customers.
