Study Rooms, Electricity, and Water All Free: Chinese Starbucks Stores Invite Kagongjok Customers

Starbucks Introduces 'Study Rooms' in Select Stores in China
Available to Everyone Without Reservations or Time Limits
Seen as a Strategy to Recover Performance Amidst Low-Cost Coffee Competition

Starbucks China has attracted attention by introducing "study rooms" in some of its stores. This move is interpreted as a strategy to both attract the so-called "Kagongjok"?customers who spend long hours studying in cafes?and improve space efficiency, while also seeking to overcome sluggish business performance.

Photo by Kang Jinhyung, a cafe stock photo unrelated to the article content.

On July 22, Starbucks China, the Chinese branch of Starbucks, announced via its official social networking service (SNS), "During the hot summer season, we want to provide customers with a space to study in our stores," adding, "We have opened 'self-study rooms' in some stores in Guangdong Province." The company also stated, "In the future, we hope more of our stores will become spaces that cater to a variety of hobbies, and that coffee will accompany your time and interests."

The study rooms are open to everyone, not limited to specific customers. They can be used without any additional fees or time restrictions, and outlets and bottled water are provided free of charge. The study rooms mainly utilize single-person tables placed by windows, creating an environment conducive to quiet studying or work.

This initiative represents a new attempt by Starbucks to respond to the global spread of the "Kagongjok" culture. Kagongjok, who often occupy seats for hours with just a cup of coffee, have been criticized for lowering table turnover rates from an operational standpoint. Some view Starbucks' new approach positively, calling it "a decision that benefits both the Kagongjok and the stores." However, there are also skeptical perspectives, with concerns that "in the end, only a few customers will monopolize the seats," and doubts about whether free use will help store operations in the long run.

Starbucks store logo. Starbucks

Industry insiders interpret the introduction of study rooms not as a simple spatial experiment, but as a strategy to recover from poor business performance. Starbucks currently operates about 7,758 stores across China, but has recently continued to struggle as local coffee chains aggressively expand by offering lower prices.

In particular, Starbucks is struggling to compete with Luckin Coffee, the largest local coffee chain. While Luckin Coffee has offered prices as low as 9 yuan (about 1,600 KRW) per cup in some regions, Starbucks has maintained prices in the 30 to 40 yuan range, leading to the perception that it is losing out in the "value for money" competition.

In response, Starbucks China has been making efforts such as lowering the prices of some beverages and introducing options to adjust sugar and calorie content. The operation of the study rooms is also seen as a strategy to boost stagnant business performance.

This content was produced with the assistance of AI translation services.