Starbucks, known for its emphasis on face-to-face interaction with customers, is taking a bold step into the digital age by piloting self-service kiosks in select locations across South Korea and Japan.

On May 26, Starbucks Korea announced the introduction of kiosks in around 10 high-traffic stores located in key tourist and office districts, including Seoul’s bustling Myeongdong area and parts of Jeju Island. The Myeongdong locations will be the first to receive kiosks this week, followed by a broader rollout in Jeju next month.

The move is largely aimed at addressing the rising demand for contactless ordering, especially among international tourists who may face language barriers.

“We developed the kiosk system to better accommodate the growing number of foreign visitors who experience communication difficulties when ordering,” said a Starbucks Korea spokesperson. “It will help us better serve the tourism-heavy zones.”

The company also highlighted that some domestic customers prefer contactless options due to discomfort with face-to-face ordering, suggesting kiosks may become a welcome alternative for a broader customer base.

Traditionally, Starbucks has centered its service model on personalized interactions, with baristas calling out customer names or order numbers—a practice deeply rooted in the brand’s global identity.

The introduction of kiosks, therefore, marks a notable shift in its service philosophy, though the company emphasizes that the core value of emotional connection with customers remains intact.

This strategic change comes as a response to evolving customer needs and operational challenges, such as lunchtime rush hours when baristas struggle to manage in-store congestion efficiently.

The kiosks, like Starbucks Korea’s existing “Siren Order” mobile platform, are intended to diversify ordering channels and improve overall convenience.

Starbucks has been steadily expanding its digital offerings over the years. Notably, the Siren Order app—first launched in South Korea in 2014—now accounts for one in every three transactions and has surpassed 500 million cumulative orders, making it a cornerstone of Starbucks’ mobile ordering experience.

Meanwhile, Starbucks Japan is also piloting kiosk systems around the same time. Given Japan’s familiarity with automated services and vending culture, the implementation is expected to be smooth and could lead to wider adoption across the country.

Starbucks currently operates approximately 2,000 stores across South Korea and continues to evolve its customer service strategy by extending business hours and enhancing digital services.

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