Starbucks Korea to Close Stores for Training Amid Controversy

Starbucks’ operation in South Korea plans to shutter all of its locations early on June 22 for history and social sensitivity training. This decision follows a backlash over a marketing campaign.

Training Plans

Shinsegae Group, holding a 67.5% share in Starbucks Korea, announced that both its executives and Starbucks Korea’s headquarters staff will partake in the training session. The session will be conducted by history and sociology professors. On June 22, all Starbucks stores in the country will close at 3 p.m. Employees will then have the chance to view a recording of the training.

Controversial Campaign

The controversy arose from a campaign promoting “SS Tank” stainless-steel tumblers, declaring May 18 as “Tank Day.” This date coincides with the anniversary of the 1980 pro-democracy uprising in Gwangju, which was violently quashed by military forces. Critics considered the campaign’s slogan “Thwack it on the table!” inappropriate, as it echoed a 1987 police statement from a cover-up of student activist Park Jong-chol’s death.

Immediate Response

Shinsegae quickly retracted the campaign and dismissed Starbucks Korea’s CEO. Chairman Chung Yong-jin issued an apology on national television. Police began investigating after complaints from victims’ families. Chung and executives from Shinsegae’s other affiliates will undergo additional training on June 24.

Significance of the Closure

The decision to close all Starbucks stores early for the first time since 1999 demonstrates the company’s commitment to addressing the marketing mishap and preventing future mistakes. The Gwangju incident, part of a broader crackdown after General Chun Doo-hwan’s 1979 coup, saw severe repression leading to the death and imprisonment of numerous activists. This event fueled movements that led to South Korea’s democratic transition in 1987.