Starbucks vs Cagongjok Culture

The Great Cafe Crackdown: Starbucks, 'Cagongjok', and the Battle for the Soul of South Korea's Coffee Shops

In South Korea, Starbucks is asking its patrons to leave their office equipment at home. The coffee giant’s polite request marks a significant moment in the nation’s thriving café culture. It also brings a uniquely Korean phenomenon into the global spotlight. The company’s initiative signals a gentle pushback against the ‘cagongjok’. These are the students and remote workers who have transformed coffee shops into their personal offices and study rooms. The policy change, which bans large items like personal computers, printing equipment, and desk partitions, has ignited a nationwide conversation. It touches on issues of public space, work culture, and the unwritten rules of social etiquette in one of the world’s most dynamic economies.

A New Policy for a New Era

The international coffee chain, Starbucks, recently changed its rules for its stores in South Korea. The new guidelines ask patrons to avoid carrying large objects into the cafes. The company specifically pointed to desktop computers and printers. This decision came after a series of incidents where customers set up elaborate workspaces. Some even brought in cubicle-style partitions to create their own private offices. These actions limited seating and disrupted the communal environment of the cafes. The company clarified that laptops, tablets, and cellular phones remain acceptable. However, items that negatively affect the common area for other customers are no longer permitted.

The Rise of the 'Cagongjok'

The term 'cagongjok' is a portmanteau of the Korean words for 'cafe' and 'study tribe'. It describes a growing number of people who use coffee shops as their primary place for work or study. The trend has sparked a heated discussion within South Korean society. While some see it as a natural evolution of the cafe's role as a 'third place', others view it as an inconsiderate use of public space. The 'cagongjok' are not a monolithic group. They include university students preparing for exams, freelancers on tight deadlines, and remote workers for whom the cafe has become a substitute for a traditional office.

An Unprofitable Equation

For cafe owners, the 'cagongjok' phenomenon presents a significant economic challenge. The business model of a coffee shop relies on a steady turnover of customers. When a single customer occupies a table for several hours after buying only one drink, it can hurt the bottom line. Research from the Korea Food Service Industry Research Institute highlighted this issue. In 2019, the institute estimated that a coffee priced at 4,100 won (approximately £2.50) would only cover the cost of a customer occupying a seat for one hour and 42 minutes. By 2024, that time had shrunk to just one hour and 31 minutes. This makes the long-staying 'cagongjok' an unprofitable proposition for many small cafe owners.

The Caffeine-Fueled Boom

South Korea's cafe scene has experienced explosive growth over the past decade. The country now boasts over 100,000 coffee shops. That is nearly double the number from 2015. This puts the number of cafes at almost twice the combined total of the nation's four largest convenience store chains. This proliferation of cafes has made them an integral part of the country's social fabric. They serve as meeting places for friends, quiet corners for reading, and, increasingly, as hubs for work and study. The sheer number and variety of cafes, from large chains to small independent shops, have contributed to the rise of the 'cagongjok' culture.

Image Credit - Bar Talks

The 'Third Place' Redefined

The concept of the 'third place', a social environment separate from home and the workplace, is not new. Within South Korea, however, the 'third place' has taken on a new dimension. With the rise of remote work and the gig economy, the lines between work, study, and leisure have blurred. Cafes have stepped in to fill the gap, providing a space that is both public and private, social and solitary. For many 'cagongjok', the ambient noise and the presence of others can be more conducive to concentration than the silence of a library or the isolation of home.

A High-Pressure Society

The 'cagongjok' trend cannot be separated from the broader context of South Korea's high-pressure work and education culture. The nation is known for its long working hours, with the average workweek exceeding 52 hours, well above the OECD average. Students face immense pressure to succeed in a highly competitive academic environment. In this context, the cafe offers a space for focused work and study, away from the distractions of home or the formality of the office. The 'cagongjok' phenomenon is, in many ways, a response to the demands of modern South Korean society.

A Haven for Digital Nomads

Seoul, with its hyper-connectivity and vibrant culture, is emerging as a top destination for digital nomads from around the world. The city's world-class internet infrastructure, with average speeds exceeding 200 Mbps, makes it an ideal place for remote work. The South Korean government has even introduced a new 'Workation' visa to attract international talent. The city's thousands of cafes, with their comfortable seating and plentiful power outlets, are a major draw for this new generation of workers. However, the 'cagongjok' debate highlights the potential for friction as the digital nomad trend grows.

Voices from the Community

The reaction to the new Starbucks policy has been mixed. Online, many have praised the move, with some suggesting that other cafes should do the same. One user wrote online, expressing hope that with Starbucks leading the way, other coffee shops would adopt similar rules. Another person commented that the new policy was a needed step to address the inconsiderate actions of some patrons. However, others have expressed sympathy for the 'cagongjok', arguing that the high cost of living and the lack of affordable workspaces leave them with few other options.

Starbucks' Official Stance

In a formal statement, a representative for Starbucks in Korea explained that the company had revised its rules to ensure every patron has an enjoyable and easy visit. The representative added that while smaller personal electronics are fine, people should not bring in personal computers, printing machines, or other large objects that could reduce seating and affect the common area. The company emphasized that its cafes remain welcoming spaces for work and study, but that the new rule is intended to prevent them from being turned into personal offices at the expense of other customers.

A Global Conversation

The issues raised by the 'cagongjok' phenomenon are not unique to the nation. Cafes around the world are grappling with the rise of remote work and the changing expectations of their customers. In the UK, for example, certain cafes have brought in rules designed to stop remote workers from monopolizing tables during busy periods. These include covering power outlets and limiting laptop use to certain times of the day. The debate in the Asian country is a particularly acute example of a global conversation about the evolving role of the coffee shop in the 21st century.

The Future of the Cafe

The Starbucks policy alteration in the country marks a turning point in its cafe culture. It has forced a public conversation about the rights and responsibilities of both customers and business owners. While the 'cagongjok' are unlikely to disappear overnight, the new policy may encourage a more considerate use of shared spaces. It may also lead to the development of new types of workspaces that cater specifically to the needs of students and remote workers. The future of the South Korean cafe will depend on finding a balance between its traditional role as a social hub and its newer function as a place for work and study.

The Economic Realities of Remote Work

The practice of using cafes for work is not just a matter of convenience; it is also a reflection of economic realities. For many freelancers and self-employed individuals, the cost of renting a dedicated office space is prohibitive. In Seoul, where commercial office rents are notoriously high, cafes offer an affordable alternative. A single cup of coffee can provide access to a comfortable workspace with internet access and a professional atmosphere. This makes cafes an attractive option for those who are just starting out in their careers or who are working on a tight budget.

Image Credit - Business Korea

The Social Dimension of Cafe Work

The experience of working at home can lead to isolation. For many remote workers, cafes provide a much-needed sense of community. The presence of other people, even if they are strangers, can help to combat feelings of loneliness and disconnection. Cafes also offer opportunities for serendipitous encounters and networking. It is not uncommon for people to strike up conversations with fellow cafe-goers, leading to new friendships, business partnerships, and creative collaborations. This social dimension is a key part of the appeal of working from a cafe.

The Aesthetics of the Modern Workspace

The design and atmosphere of a cafe can also play a role in its appeal as a workspace. Many modern cafes are designed to be aesthetically pleasing, with stylish furniture, art-filled walls, and carefully curated playlists. This can create a more inspiring and stimulating environment than a traditional office or a cluttered home. For creative professionals, in particular, the aesthetics of their surroundings can have a major effect on their productivity and well-being. The rise of Instagram and other visual social media platforms has also contributed to the demand for beautifully designed cafes.

The Tools of the Trade

While the new Starbucks policy targets bulky office equipment, the reality is that most 'cagongjok' rely on a more modest set of tools. A laptop, a smartphone, and a good pair of headphones are the standard equipment for the modern cafe worker. These devices allow them to stay connected, access information, and communicate with clients and colleagues from anywhere in the world. The availability of free Wi-Fi and power outlets is a key factor in the choice of a cafe as a workspace. Some cafes have even started to offer additional amenities, such as wireless printing and meeting rooms, to cater to the needs of their remote-working customers.

The Ethics of 'Cagongjok' Culture

The debate over the 'cagongjok' trend raises important ethical questions about the use of public space. Is it fair for a single customer to occupy a table for several hours while paying for only one drink? What are the responsibilities of cafes to provide a welcoming environment for all of their customers, not just those who are working or studying? There are no easy answers to these questions. The 'cagongjok' themselves are not a monolithic group, and their motivations and behaviours vary widely. Some are mindful of their impact on others, while others are less considerate.

The Role of Technology in Shaping Cafe Culture

The rise of the 'cagongjok' trend is inextricably linked to the development of new technologies. The widespread availability of laptops, smartphones, and high-speed internet has made it possible for people to work and study from almost anywhere. This has had a profound impact on the way we think about work, education, and leisure. As technology continues to evolve, it is likely that we will see even more changes in the way we use public spaces like cafes. The challenge for cafe owners and customers alike will be to adapt to these changes in a way that is fair and sustainable for everyone.

A Balancing Act for Business Owners

For cafe owners, the 'cagongjok' trend is a double-edged sword. On the one hand, long-staying customers can provide a steady stream of income, even if it is a small one. On the other hand, they can also take up valuable space that could be used by other, more profitable customers. Finding the right balance is a challenge for many business owners. Some have chosen to embrace the 'cagongjok' trend, offering special deals and amenities to attract remote workers. Others have taken a more restrictive approach, implementing policies to discourage long stays.

The Future of Work and the City

The 'cagongjok' phenomenon is part of a larger conversation about the future of work and the city. As more and more people work remotely, the traditional model of the nine-to-five office job is becoming less relevant. This is leading to new patterns of urban life, with people spending more time in their local neighbourhoods and using public spaces in new ways. The discussion over the 'cagongjok' within South Korea offers a glimpse into the challenges and opportunities that lie ahead as we navigate this new world of work.

A Catalyst for Innovation

The controversy surrounding the 'cagongjok' could serve as a catalyst for innovation in the cafe industry. It could lead to the development of new business models that are better suited to the needs of both remote workers and traditional customers. For example, some cafes could choose to specialize in providing workspaces, with dedicated areas for quiet work and collaboration. Others could focus on creating a more social atmosphere, with an emphasis on community events and interactions. The 'cagongjok' debate could ultimately lead to a more diverse and vibrant cafe scene for South Korea and beyond.