In a bid to preserve the welcoming and shared ambience of its cafés, Starbucks South Korea has introduced a new policy requesting patrons refrain from bringing bulky office desktop equipment into its stores. Notices have now been posted in outlets nationwide, informing customers that items such as desktop computers, printers, extension cords, power strips, and desk dividers are no longer permitted within its café spaces.
The policy primarily targets a growing trend locally referred to as “cagongjok,” a fusion of the Korean words for “café” and “study tribe,” describing individuals who transform coffee shops into makeshift workstations for long durations. Some patrons have gone as far as setting up elaborate portable offices within Starbucks branches—complete with monitors, printers, cubicle-style dividers, and personal power supplies.
According to Starbucks Korea, the move is driven by a desire to offer a more inclusive environment and easier seating access for all customers. While laptops and smaller personal devices remain welcome, equipment that takes up excessive space is discouraged. Customers have also been reminded to take their belongings when stepping away and to be ready to share tables with others when possible.
This initiative comes amid Statistically significant expansion in café culture in South Korea, where the number of coffee shops has nearly doubled—from approximately 51,500 in 2015 to over 100,000 in 2024. While these spaces have become popular hubs for work and study, prolonged occupancy can be economically challenging for café operators. Research suggests that a single coffee purchase typically covers only around 91 to 102 minutes of seating time before cafés start incurring losses.
Further context highlights that South Korea has the third-highest number of Starbucks outlets globally—with over 2,000 across the country—having recently surpassed Japan to attain this rank. With global same-store sales for Starbucks declining for six consecutive quarters, the company appears to be recalibrating its in-store experience to maintain both customer comfort and business sustainability.
By dialing back the rise of overly elaborate remote work setups, Starbucks Korea underscores a broader challenge: how to harmonize shifting work behaviors with the foundational social nature of café culture. This new policy represents a deliberate step toward ensuring their stores remain communal “third places”—spaces where casual conversation, relaxation, and lighter work can coexist without disruption.
