Starbucks South Korea to Hold Employee Training Following Controversial Marketing Backlash – CoffeeTalk

Starbucks stores in South Korea will close early next week to allow employees to undergo historical instruction following a significant backlash from a poorly received marketing campaign. The controversy originated last month when Starbucks Korea’s promotional efforts utilized the phrases “Tank Day” and “5/18” in relation to a new line of coffee tumblers, referencing the tragic military crackdown on May 18, 1980, against a pro-democracy uprising in Gwangju. This choice of wording incited public outrage, as it invoked a painful chapter in the nation’s history.

As a result of the backlash, CEO Son Jung-hyun was dismissed from his position, with Starbucks’s global headquarters labeling the incident as “unintentional” yet stating it “never should have happened.” In response, Shinsegae Group, the local operator of Starbucks, announced that all outlets will close at 3 PM (06:00 GMT) the following Monday to facilitate “historical awareness and social sensitivity” training for employees. This marks a significant moment, as it is the first instance of all stores nationwide closing simultaneously since Starbucks’s inception in South Korea in 1999.

Additionally, top executives including Shinsegae Group Chairman Chung Yong-jin will participate in separate training sessions aimed at preventing future occurrences of such missteps. The Gwangju Uprising, which catalyzed South Korea’s transition to democracy, plays a crucial role in this narrative. Protests led by students against military rule were violently suppressed, resulting in government figures estimating a death toll of over 200, while activist accounts suggest the actual number could exceed 2,000.

Today, Starbucks operates over 2,000 outlets in South Korea, marking it as the chain’s second-largest overseas market following China. The company’s recent actions indicate a commitment to fostering a more sensitive approach to historical context in marketing and corporate practices.

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