In Seoul’s affluent Daechi neighborhood, a local business owner, Hyun Sung-joo, faces a unique challenge.
His coffee shop, like many others, is frequented by “Cagongjok” – a term for South Koreans, often young, who prefer to study or work in cafes. However, the practice has its limits.
Hyun recounts a recent instance where a customer transformed a table into a full-fledged workspace, complete with two laptops and a six-port power strip to accommodate various devices, occupying the space for the entire day.
“I ended up blocking off the power outlets,” he told the BBC, highlighting the need to balance customer needs with business realities.
“With Daechi’s high rents, it’s difficult to run a cafe if someone occupies a seat all day.”
The Cagongjok phenomenon is widespread in South Korea, especially in areas with high concentrations of students and office workers, often exceeding the prevalence observed in Western countries like the UK.
Starbucks Korea recently issued a warning that a minority of customers are taking the trend further, bringing in desktop monitors, printers, and desk partitions, or leaving tables unattended for extended periods.
In response, the coffee chain has introduced nationwide guidelines aimed at addressing “a small number of extreme cases” where elaborate setups or prolonged seat vacancies disrupt other patrons.
Starbucks has stated that staff will not ask customers to leave but will offer “guidance” when necessary. The company also cited instances of theft when belongings were left unattended, framing the new guidelines as “a step toward a more comfortable store environment.”
However, these measures do not seem to be deterring the more moderate Cagongjok, for whom Starbucks has been a popular haven in recent years and continues to be.
On a Thursday evening in Seoul’s Gangnam district, a Starbucks branch resonates with the quiet hum of customers studying, focused on laptops and books.
Among them is an 18-year-old student, a high school dropout preparing for the “Suneung,” the university entrance exam.
“I get here around 11am and stay until 10pm,” she told the BBC. “Sometimes I leave my things and go eat nearby.”
Since the introduction of the new guidelines on August 7, no bulky equipment has been observed during visits to Starbucks. However, a laptop stand, keyboard, and mouse were seen, and some customers still appear to be leaving their seats unattended for extended periods, with belongings spread across tables.
When asked about the visible impact of the new restrictions, Starbucks Korea told the BBC that it was “difficult to confirm.”
Reactions to Starbucks’ initiative have been mixed, with many welcoming the policy as a necessary step towards restoring normalcy in cafe usage.
This sentiment is particularly strong among those who visit Starbucks for relaxation or conversation, who have found it increasingly difficult to find seating due to Cagongjok, and who feel self-conscious about speaking freely in the often-hushed atmosphere.
Conversely, some have criticized the move as an overreach, arguing that the chain has abandoned its previously hands-off approach.
This reflects a broader public debate in South Korea regarding Cagongjok, which has been ongoing since the trend began gaining traction in 2010, coinciding with the growth of franchised coffee chains. This growth continues, with the country experiencing a 48% increase in coffee shops over the past five years, according to the National Tax Service, bringing the total close to 100,000.
A recent survey by recruitment platform Jinhaksa Catch found that approximately 70% of over 2,000 Gen Z job seekers in South Korea study in cafes at least once a week.
Managing “seat hogging” and related issues presents a delicate balance, and independent cafes facing similar challenges have adopted various strategies.
Hyun acknowledges that while some customers have brought in multiple devices and created elaborate workstations, such extreme cases are rare.
“It’s maybe two or three people out of a hundred,” the cafe owner of 15 years says. “Most people are considerate. Some even order another drink if they stay long, and I’m totally fine with that.”
Hyun’s cafe, also used by locals for conversation and private tutoring, continues to welcome Cagongjok as long as they respect the shared space.
Some other cafe franchises actively cater to this demographic by providing power outlets, individual desks, and extended stay allowances.
However, others have implemented stricter measures. Kim, a cafe owner in Jeonju who requested anonymity, introduced a “No Study Zone” policy following repeated complaints about space monopolization.
“Two people would come in and take over space for 10. Sometimes they’d leave for meals and come back to study for seven or eight hours,” he says. “We eventually put up a sign saying this is a space for conversation, not for studying.”
His cafe now limits study or work sessions to a maximum of two hours, a rule that does not apply to regular customers simply enjoying coffee.
“I made the policy to prevent potential conflicts between customers,” Kim explains.
What factors underlie this trend, and why do so many South Koreans feel compelled to work or study in cafes rather than in libraries, shared workspaces, or at home?
For some, the cafe serves as more than just an ambient space; it provides a sense of security and grounding.
Yu-jin Mo, 29, shared her personal experience with the BBC. “Home wasn’t a safe place. I lived with my father in a small container, and sometimes he’d lock the door from the outside and leave me alone inside.”
Even as an adult, she finds being alone difficult. “As soon as I wake up, I go to a cafe. I tried libraries and study cafes, but they felt suffocating,” she says.
Ms. Mo even operated her own cafe for a year, with the goal of creating a welcoming space where individuals like herself could feel comfortable studying.
Professor Choi Ra-young of Ansan University, an expert in lifelong education with over two decades of experience, views Cagongjok as a cultural phenomenon shaped by South Korea’s highly competitive society.
“This is a youth culture created by the society we’ve built,” she told the BBC. “Most Cagongjok are likely job seekers or students. They’re under pressure – whether it’s from academics, job insecurity or housing conditions with no windows and no space to study.”
“In a way, these young people are victims of a system that doesn’t provide enough public space for them to work or learn,” she adds. “They might be seen as a nuisance, but they’re also a product of social structure.”
Professor Choi advocates for the creation of more inclusive spaces. “We need guidelines and environments that allow for cafe studying – without disturbing others – if we want to accommodate this culture realistically.”
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