Starbucks China has recently launched its new “星子自习室” (Star Study Room) service at select locations in Guangzhou and Shenzhen. These dedicated workspaces offer free Wi-Fi, power outlets, and water—with no purchase, time limit, or reservation required. The move quickly sparked buzz on social media: the hashtag #星巴克推出自习室 (Starbucks Study Room) has already topped 38 million views on Weibo.
This isn’t just a random move. It’s Starbucks pushing further into its long-standing “third space” concept—offering more than just coffee. The company has previously opened pet-friendly stores and reading lounges to meet customers’ changing needs across different times and lifestyles. To promote the new study areas, Starbucks is also running a limited-time giveaway: post a photo of the space on WeChat Moments or Rednote, and you’ll get branded stationery.
It’s also a smart answer to growing competition from budget chains like Luckin, whose 9.9 RMB (around 1.38 USD) coffee deals have chipped away at Starbucks’ price-sensitive customers. By offering a free, comfortable place to work or study, Starbucks avoids a price war and taps into real unmet needs—like packed libraries and noisy homes. The trial run is already showing promising results: during early hours (8–10 a.m.), about 70% of new customers are buying drinks, especially iced Americanos and Frappuccinos. Study-time snacking has also helped lift food sales, softening the blow from declining orders elsewhere.
By leaning into the demand for quiet, functional spaces, Starbucks is expanding its role in everyday life. It’s no longer just a coffee stop, but becoming a lifestyle space that bridges work and rest, with comfort, convenience, and community all in one.