Starbucks in South Korea will shut all its stores early on June 22 for required history and social sensitivity training. This decision follows backlash from a marketing campaign deemed offensive. The campaign was linked to a historic military crackdown on pro-democracy protesters in 1980.
Shinsegae Group, which holds a 67.5% stake in Starbucks Korea, announced that its executives and Starbucks Korea headquarters staff will participate in a training session conducted by history and sociology professors on Wednesday. Starbucks stores across the country will close at 3 p.m. on that day. Employees will watch a recording of the training, according to a statement from Shinsegae.
The controversy began when Starbucks promoted stainless-steel tumblers named “SS Tank” and declared May 18 as “Tank Day.” This date is significant as it marks the anniversary of the 1980 Gwangju pro-democracy uprising, which was brutally suppressed. The campaign included a slogan that echoed a phrase associated with police misconduct in a separate tragedy.
Due to public outrage, Shinsegae quickly withdrew the campaign and dismissed the chief executive of Starbucks Korea. Chairman Chung Yong-jin later apologized on national television as police began investigating complaints from victims’ families.
Chung will join chief executives from Shinsegae affiliates for separate training on June 24. Shinsegae emphasized that closing the stores early for training underscores the gravity of the issue and commitment to prevent similar incidents.
The crackdown in Gwangju followed General Chun Doo-hwan’s coup in late 1979. Official records indicate around 200 deaths, though activists claim higher numbers. Chun’s regime also imprisoned thousands. Public dissent against his rule led to large-scale protests in 1987, resulting in constitutional changes for democratic elections, marking South Korea’s shift towards democracy.