Analysis Why ill will is brewing between South Korean students and cafesAs costs rise, owners says young people who study for hours are cutting into profits, but some see unfair villainization Junghyun SongMay 31, 2023 An illustration of students studying in a cafe with their laptops | Image: Korea Pro People typing loudly on their laptops, students watching online lectures and university students studying for exams are common sights when one steps into South Korea’s bustling cafes. Unlike in other countries where people usually go to cafes to chat and socialize, South Korean cafes are frequently patronized by university students to study. As a result, a special term has been coined to refer to this particular demographic who camp out at cafes for hours — “cagongjok” (카공족), a portmanteau of Korean words meaning “cafe-study tribe.” The cagongjok’ presence in cafes has become more prominent, particularly in the wake of the pandemic that propelled a swift pivot from in-person to remote learning and work. University students, who form the majority of cagongjok, often claim an affinity for the ambiance of cafes, a distinct departure from the silence echoing in campus libraries. “A campus library, while peaceful, can be too quiet, whereas a cafe hits the sweet spot of noise level aiding my concentration,” Oh Kyung-hee, a third-year student from Sookmyung Women’s University told Korea Pro. Moreover, the flexibility that cafes offer, unlike the constraints of most university libraries, attracts these students. The ability to use their laptops or freely take phone calls without having to worry about disturbing other students holds a wide appeal. Recognizing cagongjok as a valuable customer base, large franchise coffee chains like Starbucks and Hollys Coffee have catered to them, allocating quiet sections to accommodate their study-focused clientele. Yet this cultural shift is not universally lauded. For proprietors of smaller, independent cafes, the sight of cagongjok, who typically nurse a single beverage over an extended period, is less than welcome. As cagongjok have evolved into a ubiquitous element of cafe culture in South Korea, their presence has stirred a national debate, as many cafe owners whose business model hinges on quick customer turnover argue that this trend is eating into their profits. Some cafe owners have adopted unusual tactics in an attempt to disperse the studying crowds. Strategies include severing Wi-Fi connections, blocking electrical outlets, deliberately playing loud music and even introducing explicit “no-study” zones. Owners are also turning to online platforms to share tips aimed at deterring cagongjok. CAGONGJOK CONTROVERSIES Cagongjok are not a recent development in South Korea. But escalating inflation and successive increases in electric bills have rendered this long-standing tradition a hot-button issue, placing cafe owners and cagongjok at loggerheads. A 2019 analysis by the Korea Food Service Industry Research explained that to stave off losses, customers must place a second order within 102 minutes of their first — a far cry from the buying habits of many cagongjok. “Students rarely place an additional order even as they occupy seats for six to seven hours,” Lim Jae-hyun, a cafe owner in Seoul, told Korea Pro. “In a small cafe like ours where seating is limited, cagongjok are a financial strain.” Lee Jun-hee, a manager at another coffee shop near Sookmyung Women’s University, echoed this sentiment. “Some students study all day in our cafe, from opening at 8 a.m. to closing at 10 p.m. and only order a single iced peach tea, which is the cheapest drink on our menu.” “News stories saying that they study for 19 hours on just one drink are not an exaggeration,” Lee added. The cagongjok controversy is further exacerbated by news reports of what many deem selfish behavior. Such behavior includes claiming seats by leaving their personal belongings on tables and chairs while stepping out to eat. “Once, a group of three students came to study at my cafe. But after about half an hour, they disappeared for almost the whole day, returning just before we closed,” Lee Jun-hee recalled. “The whole time they were gone, we couldn’t accommodate new customers due to their belongings occupying the seats.” Prompted by such incidents, Lee has taken to placing notices on each table warning customers that any unattended belongings will be moved to make room for other patrons if seats are vacated for more than half an hour. Meanwhile, a series of increases in electric bills has exacerbated the financial strain on cafe owners, who have witnessed a dramatic rise in their monthly utility bills since last year. Cagongjok, habitually plugging in their laptops, iPads and smartphones during their hourslong study sessions, are consequently attracting criticism for the resulting surge in energy consumption at cafes. “Last month, our electric bill was more than $900 (1,200,000 won), which is the highest since we opened the cafe,” Lee said. “And I can’t say cagongjok are not partially responsible for it.” Yet cagongjok contend that their patronage is as legitimate as any other customer’s. “I think that once you purchase a drink, you have the right to occupy a seat for as long as you like,” Noh Yoon-ji, a freshman student known to study at a cafe for six to seven hours, told Korea Pro. She added unapologetically, “I don’t think it is necessary to place an additional order.” “I know it’s a difficult problem, but they are customers too, and you can’t turn them away,” said Oh, a student from Sookmyung Women’s University, who occasionally studies at cafes. UNFAIR VILLAINIZATION? Among cafe owners, cagongjok have morphed into villains, accused of escalating electricity consumption and denting profits. Images are making rounds in online communities showcasing cagongjok charging multiple electronic devices on power strips they bring from home. Cafe owners have coined new pejorative terms for cagongjok, including “electricity thieves” and “electricity villains.” However, not all subscribe to this narrative. Some voices counter these criticisms, emphasizing a more empathetic understanding of cagongjok, who are often financially constrained university students or unemployed young people. Ahn Jun-su, who jointly runs a cafe with his mother, presents a different perspective: “I’m not convinced that cagongjok are the main reason for higher electric bills at cafes. I think cafe owners are [mis]directing their anger toward them because they’re struggling financially, and they don’t make much profit from catering to students.” Further, some experts suggest that the cagongjok phenomenon should be viewed through a wider societal lens, rather than resorting to character judgment. For instance, some experts largely ascribe the surge in the number of cagongjok to the dearth of public facilities, such as public libraries, in South Korea. The National Library Statistics System reveals that as of 2021, South Korea has a total of 1,208 public libraries. This compares to 9,057 in the U.S. (as per 2019 data) and 6,859 in Germany (as per 2020 data). The library-to-population ratio provides further context: Korea has 2.2 libraries per 100,000 people, compared to 8.6 in Germany. “During exam seasons, securing a spot at the campus library is incredibly difficult. It’s as intense as trying to get a BTS concert ticket,” said Noh, a freshman student. “So I hope cafe owners would be more understanding, as we don’t really have other places to study.” SUMMER IS COMING South Korea is bracing for another record-breaking heatwave this summer, with an El Niño event projected to impact the Korean Peninsula. This meteorological forecast spells trouble for many cafe owners who typically see their electric bills double during the summer months due to the need for additional air conditioning. The situation is further compounded by a recent announcement from the South Korean government regarding a 5.3% increase in electricity rates — the fourth hike since late 2022. This impending cost surge has generated immense apprehension among cafe owners. Meanwhile, the elevated temperatures are expected to drive more students and unemployed young people to flock to air-conditioned cafes, which will exacerbate the existing complaints around cagongjok. With no effective solution in sight, the onus now shifts to customers to demonstrate public etiquette and civic manners. “I think customers should know their limits. They should show more empathy toward cafe owners by behaving in a considerate manner, such as placing extra orders,” said Ahn Ye-jin, a master’s student who occasionally studies at cafes for six hours. “While I’m quite worried about the coming summer, I don’t plan to turn away cagongjok, as they’re important customers. But respect should go both ways,” the cafe owner Lee Jun-hee told Korea Pro. “After all, why should we be the only ones making compromises?” Edited by John Lee People typing loudly on their laptops, students watching online lectures and university students studying for exams are common sights when one steps into South Korea’s bustling cafes. Unlike in other countries where people usually go to cafes to chat and socialize, South Korean cafes are frequently patronized by university students to study. As a result, a special term has been coined to refer to this particular demographic who camp out at cafes for hours — “cagongjok” (카공족), a portmanteau of Korean words meaning “cafe-study tribe.” Get 30 days
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Analysis Why ill will is brewing between South Korean students and cafesAs costs rise, owners says young people who study for hours are cutting into profits, but some see unfair villainization People typing loudly on their laptops, students watching online lectures and university students studying for exams are common sights when one steps into South Korea’s bustling cafes. Unlike in other countries where people usually go to cafes to chat and socialize, South Korean cafes are frequently patronized by university students to study. As a result, a special term has been coined to refer to this particular demographic who camp out at cafes for hours — “cagongjok” (카공족), a portmanteau of Korean words meaning “cafe-study tribe.” © Korea Risk Group. All rights reserved. |