{"id":2201221,"date":"2023-05-31T20:47:57","date_gmt":"2023-05-31T11:47:57","guid":{"rendered":"https:\/\/koreapro.org\/?p=2201221"},"modified":"2023-06-01T19:44:25","modified_gmt":"2023-06-01T10:44:25","slug":"why-ill-will-is-brewing-between-south-korean-students-and-cafes","status":"publish","type":"post","link":"https:\/\/koreapro.org\/2023\/05\/why-ill-will-is-brewing-between-south-korean-students-and-cafes\/","title":{"rendered":"Why ill will is brewing between South Korean students and cafes"},"content":{"rendered":"

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\u2019s bustling cafes.<\/span><\/p>\n

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 \u2014 \u201ccagongjok\u201d (\uce74\uacf5\uc871), a portmanteau of Korean words meaning \u201ccafe-study tribe.\u201d<\/span><\/p>\n

The cagongjok\u2019 presence in cafes has become more prominent, particularly in the wake of the <\/span>pandemic<\/span><\/a> that propelled a swift pivot from in-person to remote learning and work.<\/span><\/p>\n

University students, who form the majority of cagongjok, often claim an affinity for the <\/span>ambiance<\/span><\/a> of cafes, a distinct departure from the silence echoing in campus libraries.<\/span><\/p>\n

\u201cA campus library, while peaceful, can be too quiet, whereas a cafe hits the sweet spot of noise level aiding my concentration,\u201d Oh Kyung-hee, a third-year student from Sookmyung Women\u2019s University told <\/span>Korea Pro<\/span><\/i>.<\/span><\/p>\n

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.<\/span><\/p>\n

Recognizing cagongjok as a valuable customer base, large franchise coffee chains like <\/span>Starbucks<\/span><\/a> and <\/span>Hollys Coffee<\/span><\/a> have catered to them, allocating quiet sections to accommodate their study-focused clientele.<\/span><\/p>\n

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.<\/span><\/p>\n

As cagongjok have evolved into a ubiquitous element of cafe culture in South Korea, their presence has stirred a <\/span>national debate<\/span><\/a>, as many cafe owners whose business model hinges on <\/span>quick customer turnover<\/span><\/a> argue that this trend is eating into their profits.<\/span><\/p>\n

Some cafe owners have adopted <\/span>unusual tactics<\/span><\/a> 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 <\/span>\u201cno-study\u201d zones<\/span><\/a>.<\/span><\/p>\n

Owners are also turning to online platforms to share <\/span>tips<\/span><\/a> aimed at deterring cagongjok.<\/span><\/p>\n

\"\"

South Korean college students using cubicle seats at a cafe to study, May 28, 2023 | Image: Junghyun Song<\/em><\/p><\/div>\n

CAGONGJOK CONTROVERSIES<\/b><\/p>\n

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 <\/span>loggerheads<\/span><\/a>.<\/span><\/p>\n

A 2019 <\/span>analysis<\/span><\/a> 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 \u2014 a far cry from the buying habits of many cagongjok.<\/span><\/p>\n

\u201cStudents rarely place an additional order even as they occupy seats for six to seven hours,” Lim Jae-hyun, a cafe owner in Seoul, told <\/span>Korea Pro<\/span><\/i>. \u201cIn a small cafe like ours where seating is limited, cagongjok are a financial strain.\u201d<\/span><\/p>\n

Lee Jun-hee, a manager at another coffee shop near Sookmyung Women’s University, echoed this sentiment. \u201cSome 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.\u201d<\/span><\/p>\n

\u201cNews stories saying that they study for 19 hours on just one drink are not an exaggeration,\u201d Lee added.<\/span><\/p>\n

The cagongjok controversy is further exacerbated by news reports of what many deem selfish behavior. Such <\/span>behavior<\/span><\/a> includes claiming seats by leaving their personal belongings on tables and chairs while stepping out to eat.<\/span><\/p>\n

\u201cOnce, 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,\u201d Lee Jun-hee recalled. \u201cThe whole time they were gone, we couldn’t accommodate new customers due to their belongings occupying the seats.\u201d<\/span><\/p>\n

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.<\/span><\/p>\n

Meanwhile, a series of increases in electric bills has exacerbated the financial strain on cafe owners, who have witnessed a <\/span>dramatic rise<\/span><\/a> in their monthly utility bills since last year.<\/span><\/p>\n

Cagongjok, habitually plugging in their laptops, iPads and smartphones during their hourslong study sessions, are consequently <\/span>attracting criticism<\/span><\/a> for the resulting surge in energy consumption at cafes.<\/span><\/p>\n

\u201cLast month, our electric bill was more than $900 (1,200,000 won), which is the highest since we opened the cafe,\u201d Lee said. \u201cAnd I can’t say cagongjok are not partially responsible for it.\u201d<\/span><\/p>\n

Yet cagongjok <\/span>contend<\/span><\/a> that their patronage is as legitimate as any other customer\u2019s.<\/span><\/p>\n

\u201cI think that once you purchase a drink, you have the right to occupy a seat for as long as you like,\u201d Noh Yoon-ji, a freshman student known to study at a cafe for six to seven hours, told <\/span>Korea Pro<\/span><\/i>. She added unapologetically, \u201cI don\u2019t think it is necessary to place an additional order.\u201d<\/span><\/p>\n

\u201cI know it\u2019s a difficult problem, but they are customers too, and you can\u2019t turn them away,\u201d said Oh, a student from Sookmyung Women\u2019s University, who occasionally studies at cafes.<\/span><\/p>\n

\"\"

A South Korean cafe informing customers about its “No Study Zone” policy. | Image: Instiz<\/em><\/p><\/div>\n

UNFAIR VILLAINIZATION?<\/b><\/p>\n

Among cafe owners, cagongjok have morphed into <\/span>villains<\/span><\/a>, 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.<\/span><\/p>\n

Cafe owners have coined <\/span>new pejorative terms<\/span><\/a> for cagongjok, including \u201celectricity thieves\u201d and \u201celectricity villains.\u201d<\/span><\/p>\n

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.<\/span><\/p>\n

Ahn Jun-su, who jointly runs a cafe with his mother, presents a different perspective: \u201cI\u2019m 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\u2019re struggling financially, and they don\u2019t make much profit from catering to students.\u201d<\/span><\/p>\n

Further, some experts suggest that the cagongjok phenomenon should be viewed through a wider societal lens, rather than resorting to character judgment.<\/span><\/p>\n

For instance, some experts largely ascribe the surge in the number of cagongjok to the <\/span>dearth of public facilities<\/span><\/a>, such as public libraries, in South Korea.<\/span><\/p>\n

The National Library Statistics System <\/span>reveals<\/span><\/a> 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).<\/span><\/p>\n

The library-to-population ratio provides further context: Korea has <\/span>2.2 libraries per 100,000 people<\/span><\/a>, compared to 8.6 in Germany.<\/span><\/p>\n

\u201cDuring exam seasons, securing a spot at the campus library is incredibly difficult. It\u2019s as intense as trying to get a BTS concert ticket,\u201d said Noh, a freshman student.<\/span><\/p>\n

\u201cSo I hope cafe owners would be more understanding, as we don\u2019t really have other places to study.\u201d<\/span><\/p>\n

\"\"

Students studying at a Starbucks cafe in Seoul, May 28, 2023 | Image: Junghyun Song<\/em><\/p><\/div>\n

SUMMER IS COMING<\/b><\/p>\n

South Korea is bracing for another record-breaking <\/span>heatwave<\/span><\/a> this summer, with an <\/span>El Ni\u00f1o<\/span><\/a> event projected to impact the Korean Peninsula. This meteorological forecast spells trouble for many cafe owners who typically see their electric bills <\/span>double<\/span><\/a> during the summer months due to the need for additional air conditioning.<\/span><\/p>\n

The situation is further compounded by a recent announcement from the South Korean government regarding a <\/span>5.3%<\/span><\/a> increase in electricity rates \u2014 the fourth hike since late 2022. This impending cost surge has generated <\/span>immense apprehension<\/span><\/a> among cafe owners.<\/span><\/p>\n

Meanwhile, the elevated temperatures are expected to <\/span>drive<\/span><\/a> more students and unemployed young people to flock to air-conditioned cafes, which will exacerbate the existing complaints around cagongjok.<\/span><\/p>\n

With no effective solution in sight, the onus now shifts to customers to demonstrate <\/span>public etiquette and civic manners<\/span><\/a>.<\/span><\/p>\n

\u201cI 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,\u201d said Ahn Ye-jin, a master\u2019s student who occasionally studies at cafes for six hours.<\/span><\/p>\n

\u201cWhile I\u2019m quite worried about the coming summer, I don\u2019t plan to turn away cagongjok, as they\u2019re important customers. But respect should go both ways,\u201d the cafe owner Lee Jun-hee told <\/span>Korea Pro<\/span><\/i>.\u00a0<\/span><\/p>\n

\u201cAfter all, why should we be the only ones making compromises?\u201d<\/span><\/p>\n

Edited by John Lee<\/span><\/i><\/p>\n

Culture & Society<\/span><\/a><\/div>","protected":false},"excerpt":{"rendered":"

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\u2019s 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. 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