Key facts
- Starbucks Korea will close all stores nationwide at 3 p.m. on June 22 for staff training.
- The training aims to educate employees on historical awareness and social sensitivity.
- The closure follows public backlash over a 'Tank Day' promotion launched on May 18.
- The promotion's date coincided with the anniversary of the 1980 Gwangju Uprising, a violent military crackdown.
- The controversy led to boycotts, a significant drop in payment volumes, and the firing of Starbucks Korea's CEO.
- Shinsegae Group Chairman Chung Yong-jin has issued multiple apologies for the incident.
Starbucks Korea will close all its stores nationwide at 3 p.m. on June 22 for staff training on historical awareness and social sensitivity, the operator Shinsegae Group announced. The move comes after a marketing campaign sparked widespread public criticism and boycotts.
The coffee chain faced significant backlash after its 'Tank Day' promotion, launched on May 18, coincided with the anniversary of the 1980 Gwangju Uprising. This event involved a brutal military crackdown on pro-democracy protesters, a deeply sensitive historical moment in South Korea. The promotion's name and imagery evoked painful memories, leading to public outrage, customer boycotts, and a notable drop in payment volumes.
In response to the controversy, Shinsegae Group fired the former CEO of Starbucks Korea, Son Jeong-hyun. Chairman Chung Yong-jin issued multiple apologies, including a televised press conference, though these were rejected by victims' groups. The company stated that the training reflects the seriousness with which it views the controversy and its commitment to preventing recurrence.
Starbucks Korea, the country's leading coffee chain with over 2,000 stores, plans to overhaul its marketing approval procedures. This will include a social-sensitivity checklist covering various sensitive topics such as history, politics, gender, and human rights.