This photo taken on March 3, 2024, shows a Starbucks outlet in Seoul. (Image courtesy of Yonhap)
SEOUL, May 27 (Korea Bizwire) — Starbucks is breaking from its long-standing emphasis on face-to-face interaction by introducing self-ordering kiosks in South Korea and Japan — the first such move by the global coffee chain in either country.
Starbucks Korea announced on Monday that it will begin rolling out kiosks this week at a limited number of stores, starting with two high-traffic locations in Seoul’s Myeong-dong district, a popular tourist destination. The company plans to expand the pilot to approximately 10 stores in tourist and office districts, including several in Jeju Island by early June.
The introduction marks a strategic shift for the brand, which has long adhered to a customer engagement model centered on direct, personalized interaction. This approach has been particularly visible in South Korea, where staff traditionally take orders and call customers by name or order number.
In 2014, Starbucks Korea became the first in the world to introduce the mobile ordering system “Siren Order,” which by 2024 had surpassed 500 million cumulative transactions and now accounts for over one-third of all orders nationwide. (Yonhap)
But with the influx of foreign tourists and language barriers posing operational challenges, Starbucks says kiosks are a practical solution.
“We’ve seen a sharp increase in international customers, especially in tourist zones, and language differences have made communication difficult,” a Starbucks Korea spokesperson said. “Kiosks help address this while also appealing to customers who prefer non-verbal ordering.”
The Japanese market, known for its widespread kiosk culture in food and beverage outlets, will see a similar rollout. Starbucks Japan is reportedly installing kiosks at select locations this month.
Other coffee chains such as The Coffee Bean & Tea Leaf and A Twosome Place have already widely adopted kiosks in South Korea. Until now, Starbucks had held back, in line with corporate headquarters’ emphasis on human-centered service. However, operational realities — including noisy peak hours and crowded stores — are prompting localized adaptations.
In a gradual shift toward digital convenience, Starbucks Korea began deploying vibrating pagers in late 2023. Over 150 stores now use them to streamline the pickup process without calling out names.
The company operates over 2,000 stores nationwide.
Starbucks Korea has been at the forefront of the brand’s global digital transformation. In 2014, it became the first in the world to launch the mobile ordering system “Siren Order,” which now accounts for more than one-third of all orders in Korea and surpassed 500 million cumulative transactions in 2024.
Lina Jang (linajang@koreabizwire.com)
