Starbucks Korea has made recent moves to address the growing source of frustration known as “cagonjok.” This phrase describes folks who camp out in Starbucks stores for hours on end after purchasing a single cup of coffee. The COVID-19 pandemic has poured gasoline on this fire. It has forced millions of workers to create makeshift offices at home. The company recently sent shockwaves through the industry with the announcement of an entirely new, billion-dollar initiative. This action will help make the best customer experience the standard for all.
Cagonjok, which originated as a derogatory term primarily used by Koreans on social media, has been a main point of discussion. Every one of those users strongly empathizes with the people who hog big tables in coffee shops. These individuals typically will only purchase one drink, but they come with dividers and several laptops. Critics contend that this is indeed freeloading – deep freeloading in appropriating electricity and taking up important seating capacity.
The increase in remote work during the pandemic made this worse, causing a spike in cagonjok interactions. Some social media users have voiced their irritation, with one remarking, “It feels like there are way too many people without common sense these days.” At the time, many lauded Starbucks for taking the initiative. They are deeply concerned that the company is doing too little to discourage folks from engaging in unacceptable behavior in our urban spaces.
In response to these concerns, a Starbucks spokesperson stated, “Starbucks Korea has updated its policy so all customers can have a pleasant and accessible store experience.” The updated regulations allow customers to bring their laptops and even smaller personal electronics. They should steer clear of bringing desktop computers, printers, or other large items that might take up too much space and break the collaborative vibe.
“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.” – Starbucks spokesperson
The rapid exchange of ideas and the debate over cagonjok has by far captured the most attention on social media channels. While some users echo the frustrations of those advocating for limited occupancy, others defend the right to use public spaces freely. One user provocatively stated, “If you can’t afford an office space and Starbucks is silly enough to let you run your office there for the price of their less-than-mediocre sugary caffeine beverage, go for it.”
Starbucks Korea is committed to being the most human company, for coffee lovers and their communities. The practice of cagonjok still elicits mixed responses among customers.