Starbucks Korea to Close Stores for Sensitivity Training Amid Backlash

Starbucks in South Korea plans to close all its stores nationwide early on June 22. This decision comes as part of mandatory history and social sensitivity training. The move follows criticism over a marketing campaign perceived as insensitive to victims of a military crackdown in 1980.

Shinsegae Group, the majority stakeholder in Starbucks Korea, is facilitating the training. History and sociology professors will lead sessions at the headquarters for executives and employees. All stores will shut at 3 p.m. next Monday to allow staff to view the recorded training session, according to Shinsegae.

The controversy began with the introduction of stainless-steel tumblers labeled “SS Tank.” Starbucks had designated May 18 as “Tank Day,” aligning with the anniversary of the 1980 pro-democracy uprising in Gwangju. The brutal suppression of this uprising involved the use of troops and military vehicles, resulting in significant casualties.

The promotion aggravated public sentiment further with the slogan “Thwack it on the table!” This phrase resonated with a 1987 police statement aimed at covering up the torture death of student Park Jong-chol, falsely attributing his death to investigators “hitting the desk with a thwack.”

In response, Shinsegae promptly canceled the campaign and dismissed the Starbucks Korea CEO. Shinsegae Chairman Chung Yong-jin delivered a public apology via national television. Police began investigating after complaints from victims’ relatives in Gwangju.

Chung and Shinsegae’s affiliate executives will participate in separate training on June 24. The decision to close stores early for the first time since 1999 reflects Shinsegae’s commitment to addressing the controversy and preventing future incidents.

The Gwangju crackdown followed General Chun Doo-hwan’s coup in 1979. Official records document approximately 200 deaths, though activists claim higher numbers. Chun’s regime imprisoned thousands, claiming efforts to eliminate societal evils. Nationwide protests led by public outrage in 1987 eventually resulted in constitutional reforms transitioning South Korea towards democracy.