**Starbucks Korea to Close Stores for Employee History Training Following Controversial Marketing Campaign**
Starbucks Korea has announced that it will close all of its stores early next week to provide employees with historical education following a backlash from a recent marketing campaign. This decision comes in the wake of public outrage over the company's use of sensitive historical references in its promotional materials.
The controversy began last month when Starbucks Korea launched a marketing campaign featuring the phrases “Tank Day” and “5/18” to promote a new line of coffee tumblers. These terms reference the Gwangju Uprising of May 18, 1980, a significant event in South Korea's struggle for democracy. The uprising was met with a brutal military crackdown ordered by then-leader Chun Doo-hwan, resulting in the deaths of hundreds, with some estimates suggesting the toll may have exceeded 2,000.
The campaign was met with immediate criticism, as many South Koreans viewed it as an insensitive exploitation of a tragic chapter in the nation's history. In response to the backlash, Starbucks Korea's CEO, Son Jung-hyun, was dismissed from his position. Starbucks' global headquarters acknowledged the incident as “unintentional” but emphasized that it should never have occurred.
In a statement released on Monday, Shinsegae Group, the operator of Starbucks in South Korea, announced that all outlets would close at 3 PM (06:00 GMT) on Monday to allow employees to participate in “historical awareness and social sensitivity” training. This marks a significant step for the company, as it will be the first time since its entry into the South Korean market in 1999 that all stores will close simultaneously for such a purpose.
Shinsegae Group also indicated that its chairman, Chung Yong-jin, along with other top executives, would undergo similar training on Wednesday. The company aims to learn from this incident and prevent future occurrences of a similar nature.
The Gwangju Uprising is a pivotal moment in South Korean history, serving as a catalyst for the country's eventual transition to democracy. The pro-democracy movement, which saw significant participation from students and citizens, faced a violent crackdown that has left a lasting impact on the nation's collective memory. The event is commemorated annually, and discussions surrounding it remain sensitive and significant in South Korean society.
Starbucks operates over 2,000 outlets in South Korea, making it the chain's second-largest market outside of China. The decision to close stores for training reflects the company's recognition of the need to address cultural sensitivities and the importance of understanding historical context within the regions it serves.
As the company navigates this challenging situation, it remains to be seen how the public will respond to its efforts to foster greater awareness and sensitivity among its employees.