Starbucks Korea will temporarily close more than 2,000 stores across the country later this month to conduct mandatory history and social sensitivity training for its employees, following a marketing campaign that triggered widespread public anger and calls for a boycott.
The decision comes after the coffee chain faced intense criticism over a promotional campaign launched on May 18, a date that marks the anniversary of the 1980 Gwangju Uprising, one of South Korea’s most significant pro-democracy movements. The campaign promoted stainless steel tumblers branded as “SS Tank” products and offered special discounts under a “Tank Day” promotion, which many South Koreans viewed as deeply insensitive given the historical significance of the date.
The Gwangju Uprising remains a defining moment in South Korea’s modern history. Hundreds of civilians were killed when military forces violently suppressed pro-democracy demonstrations in the southwestern city of Gwangju. The event continues to hold immense emotional and political significance in the country. Critics argued that the use of the word “tank” and the timing of the promotion appeared to trivialise the tragedy and the suffering associated with it.
Public anger intensified further over a promotional slogan associated with the campaign. The phrase was interpreted by many as echoing a notorious police explanation related to the torture death of student activist Park Jong-chol in 1987, another landmark event that fuelled South Korea’s democracy movement. The controversy quickly spread on social media, prompting customers to cancel memberships, seek refunds for prepaid cards and call for a nationwide boycott of the company.
In response, Starbucks Korea and its parent company Shinsegae Group issued multiple public apologies. The company cancelled the campaign shortly after the backlash erupted and dismissed the head of Starbucks Korea. Shinsegae Group Chairman Chung Yong-jin also apologised publicly and pledged reforms to prevent similar incidents in the future.
As part of the corrective measures, Starbucks Korea announced that nearly all of its stores will close on June 22 so employees can participate in educational sessions focused on modern Korean history, social awareness and responsible marketing practices. Senior executives, including top management figures, will also undergo separate training programmes. The initiative is intended to strengthen understanding of historical and cultural sensitivities and ensure that future campaigns are reviewed more carefully.
Reports indicate that the temporary closure could result in significant revenue losses for the company. Nevertheless, Starbucks Korea said the training is necessary to rebuild public trust and demonstrate accountability. The company has also begun reviewing its internal approval processes and plans to introduce additional safeguards for marketing campaigns.
The controversy has become one of the most serious corporate public relations crises in recent South Korean history, highlighting the risks companies face when commercial promotions intersect with sensitive historical events. While Starbucks has maintained that there was no intention to offend, the incident has reignited discussions about historical awareness, corporate responsibility and the importance of cultural sensitivity in business decisions.
