Drab study rooms, uniform partitions, and simple seat rentals. The decades-old formula for learning spaces is being shaken. Designed by Lee Jeong-yeon, a former KDB Asset Management employee, Iruming Study Cafe is a space where AI manages air quality, data recommends seating, and scents stimulate concentration. While it's called a study cafe, it's actually closer to an edutech startup.
A startup that started with the question, "Can space provide motivation and growth?"
CEO Lee Jeong-yeon's entrepreneurial journey was built on the experience she gained working at KDB Asset Management, operating a coffee franchise, and founding a low-cost study cafe. She became particularly concerned about the fact that existing study spaces simply provided physical seating.
"I thought it would be great if the space could provide users with active motivation and growth. I realized that the limitations of existing study cafes lie in simply providing a space."
The brand name "Iruming" combines the words "to achieve" (achieve) and "grooming." It embodies the philosophy of helping users achieve their goals and providing meticulous support, much like "grooming," throughout the process. CEO Lee Jeong-yeon explains this concept through "edumotivation."
"It's a concept that combines education and motivation. It stems from the philosophy that the space itself should serve as a catalyst, inspiring users to learn and motivating them to achieve their goals."
CEO Lee Jeong-yeon emphasizes the importance of "my child's commitment to learning." This isn't just a marketing slogan; it's the starting point for practical space design. Approaching it from a parent's perspective, she explains, forces you to pay close attention to even the smallest details and fosters a desire to create an environment optimized for your child's health and concentration.
This philosophy is embodied in concrete services such as steering, AI-powered air systems, and private seating. We collaborate with professional perfumers to blend aroma oils tailored to each space, helping to enhance concentration. Furthermore, an AI-based air quality management system maintains fresh air through real-time air quality measurement and automatic purification.
Technology-based unmanned operation solution and three-site experiment
What sets Iruming apart is that it transcends the boundaries of a simple franchise and operates as an "unmanned space operation solutions startup." It offers integrated technology solutions, including its own app, AI-based reporting, KakaoTalk integration, unmanned entry/exit systems, and even signage advertising.
"We aim to go beyond a franchise model that simply increases the number of branches, to provide an efficient and sustainable unmanned space operation solution."
The company's own app offers customers the convenience of checking and reserving their preferred seats in advance, and allowing them to enter directly without using a kiosk. At the same time, it serves as a central control system for store owners, allowing them to view all store operation data at a glance and manage it remotely.
The AI-based reporting system collects and analyzes all operational data from the store to provide meaningful reports. It analyzes seating usage patterns at specific times, popular study areas, customer dwell times, and more to suggest optimal seating arrangements and pricing plans.
The three operating branches each have different experimental objectives. The first branch (Hanam Misa) focused on establishing the brand, the second branch (Dongtan Mokdong) on maximizing operational efficiency, and the third branch (Unjeong Sannae) on implementing a five-sense strategy.
CEO Lee Jeong-yeon explains, "We used each branch not just as a simple sales office, but as a living 'laboratory' to elevate the Iruming brand." The first store collected basic customer satisfaction feedback, including seating preferences, lighting brightness, and desk size. Based on this feedback, we standardized various space types, such as "multi-zone" and "focus zone."
The second store focused on analyzing usage data, system error rates, and customer contact types. Based on this analysis, the system was upgraded to improve the usability of the mobile app and enhance AI-based reporting capabilities, allowing store owners to monitor store conditions remotely and in real time.
At Store 3, we meticulously collected emotional feedback from customers. We actively incorporated atypical emotional data, such as "the air quality is refreshing" and "the subtle scent helps me concentrate." This led to the final implementation of AI-powered air systems, scent-controlled air conditioning, and premium seat materials.
Evolution into an edtech platform and selective expansion strategy
CEO Lee Jeong-yeon's ultimate vision is to evolve Iruming beyond a simple study cafe into a "learner analysis platform." She envisions AI learning analytics, personalized seat recommendations, and even VR/AR integration.
"Individual learning data accumulated through our own apps and unmanned systems will be analyzed by an AI engine to identify each learner's unique learning patterns, effective time zones, and preferred learning environments."
Going forward, we plan to implement a system that automatically recommends optimal seating for each individual based on AI learning analysis data. This will provide a personalized experience that reflects the user's goals and preferences in real time, such as recommending private seating for students preparing for a specific exam to maximize concentration, or spacious study rooms for teams working on group projects.
In the long term, we are also exploring the integration of VR and AR technologies. VR can be used to provide immersive learning environments reminiscent of those found in renowned domestic and international libraries and research labs, while AR can be used to augment learning materials with additional information, providing a truly immersive learning experience.
CEO Lee Jeong-yeon's expansion strategy differs from typical franchises. Under the principle of "not rapidly growing the brand," he collaborates only with "suitable store owners."
"We want to work with people who share our philosophy and genuinely support the growth of learners. Our store owners aren't just paying franchise fees; they're 'co-founders' of the Iruming brand and important partners."
Commercial area analysis also takes a differentiated approach. Beyond traditional demographics and floating population analysis, it analyzes educational characteristics, community dynamics, and learning patterns. By comprehensively analyzing data on the educational demand characteristics of a given area, how local residents form communities, and actual learner usage patterns, it proposes optimal spatial configurations for each area.
CEO Lee Jeong-yeon cites "a genuine sense of purpose" as the most important principle for an entrepreneur. "Beyond simply making money, it's important to find answers to the fundamental questions: 'What problem do I want to solve?' and 'What value do I want to provide to the world?'"
He gave three pieces of advice to aspiring entrepreneurs.
"Don't lose your authenticity. Immerse yourself in problem-solving and leverage your skills. Don't feel alone, find a partner to grow with."
Iruming Study Cafe is presenting a new paradigm in the study cafe industry. The results of this experiment, which combines technology and philosophy, as well as profit and value, are drawing keen attention.
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