Robots Serving Coffee: A Glimpse into the Future at South Korea’s Starbucks

Robots Serving Coffee

The Starbucks located in Naver’s 1784 building in South Korea is now operated almost entirely by robots. This high-tech setup not only redefines customer service but also offers intriguing possibilities for the future of the hospitality and tourism industries globally, including Canada.

The Robotics Revolution at Naver's Starbucks

Naver, South Korea’s leading technology company, has transformed its 1784 building into a showcase of cutting-edge automation. This includes a Starbucks on the second floor where approximately 100 robots, known as “Rookie,” manage tasks ranging from coffee delivery to handling packages and documents. These robots are equipped with cameras and sensors to navigate the building efficiently, using 5G connectivity to communicate with a central data center that guides their operations (Warehouse Automation).us nec ullamcorper mattis, pulvinar dapibus leo.

Impact on Tourism and Hospitality

The integration of robots in such a visible and customer-facing role highlights several potential impacts on the tourism and hospitality sectors:

  1. Enhanced Customer Experience: Robots can provide consistent and efficient service, potentially reducing wait times and enhancing the overall customer experience. This can be particularly appealing in high-traffic tourist areas where service speed and quality are crucial.
  2. Operational Efficiency: Robots can operate around the clock without breaks, significantly improving operational efficiency. For businesses in the tourism sector, this could translate to better resource management and cost savings.
  3. Innovation Appeal: High-tech services can attract tech-savvy tourists and create a unique selling point for destinations. As travelers increasingly seek novel experiences, integrating robotics could make a location stand out.

Will Canada Follow Suit?

The adoption of such advanced technology in Canada’s tourism and hospitality industry seems both exciting and inevitable, yet it raises several questions:

  • Adoption Timeline: When will Canadian businesses start adopting similar technologies? While some sectors, like retail and warehousing, are already seeing significant automation, widespread adoption in hospitality might take longer due to initial investment costs and the need for technological infrastructure.
  • Customer Acceptance: How will Canadian customers react to robots serving them? While younger, tech-oriented customers might embrace this change, others may prefer the human touch that traditional service offers.
  • Regulatory and Ethical Considerations: What policies and regulations need to be in place to ensure the ethical use of robots? Issues such as data privacy, job displacement, and safety standards will need careful consideration.


The robot-operated Starbucks at Naver’s 1784 building offers a fascinating glimpse into the future of customer service in the tourism and hospitality sectors. As technology continues to evolve, businesses in Canada and around the world will need to evaluate the potential benefits and challenges of adopting similar innovations. Tourism AI Network will continue to monitor these developments, providing insights and updates as this technology becomes more prevalent. The future of customer service is here, and it’s at least partially robotic. 

At Tourism AI Network, we suspect that technology like this will likely be ushered in by multinational companies, possibly in the fast-food industry first. We will be watching with interest to see if any other early adopters emerge and how Canadians will react.

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