Starbucks offers free study corners at southern China outlets

U.S. coffee giant Starbucks has recently attracted attention on Chinese social media for launching free study spaces at select stores in Shenzhen, Guangzhou, and other cities in southern China. This initiative, which offers customers complimentary seating with no time limits, comes as the company strengthens its foothold amid increasingly fierce competition in China’s growing coffee market.

A view of Starbucks study corner. File photo

According to Shenzhen Evening News, most of Starbucks’ 400 stores in Shenzhen now provide study spaces. Customers are not required to purchase food or drinks to use the study spaces, nor do they need to book in advance. These designated areas also offer free power sockets and drinking water.

Unlike paid study rooms that are common in China, Starbucks is designating quiet corners within each store as study zones. Larger locations feature more expansive study areas, and some are even stocked with books. In others, long tables or select seats are marked as study spots.

“While some seats are reserved for study, customers who do not need to study can also use them to rest,” explained an employee at a Starbucks branch in the Futian CBD.

 Another staff member noted that as long as customers refrain from bringing outside food or drinks and avoid disturbing others, they are welcome to study at the stores. Since the introduction of this service, not only students but also senior citizens and parents with children frequently visit to study.

A student surnamed Zeng said she often spends whole afternoons at the store. “Today, I bought two cups of coffee while doing my summer homework here,” Zeng shared. “Compared with studying at home, the atmosphere here is much better. And since I enjoy coffee, I’m happy to buy drinks while I study.”

A sophomore surnamed Zhao echoed this sentiment. “Libraries and traditional study rooms feel quite formal. Starbucks feels more relaxed, and if I get tired, I can switch activities,” she said. However, Zhao admitted that for long-term exam prep, Starbucks might not be ideal. “Drinking coffee every day can get expensive,” she joked.

Starbucks China said the initiative reflects its commitment to creating unique spaces that meet customers’ diverse needs across different times and scenarios.

Market analyst You Haokun of the Shanghai-based LeadLeo Research Institute noted, “The core goal of Starbucks’ study room pilot program is to see if free study spaces can drive increased coffee sales by attracting more customers. Whether it will meaningfully boost Starbucks’ business will require ongoing observation."