Seoul, South Korea – Starbucks Korea plans to shut all its stores early on June 22 for history and social sensitivity training. This action follows criticism over a marketing campaign accused of mocking the victims of a 1980 military crackdown in Gwangju. Shinsegae Group, the major stakeholder with a 67.5% share in Starbucks Korea, announced training led by history and sociology professors would involve all company employees.
Starbucks will close its stores at 3 p.m. to allow staff to watch a session recording. The campaign sparking outrage promoted stainless-steel tumblers called “SS Tank” on May 18, the anniversary of the Gwangju uprising that encountered violent repression, leading to hundreds of casualties.
The campaign’s slogan, “Thwack it on the table!” was perceived as alluding to a 1987 police statement attempting to cover up the death of Park Jong-chol. Following intense backlash, Shinsegae quickly canceled the promotion and dismissed the chief executive of Starbucks Korea.
Shinsegae Chairman Chung Yong-jin publicly apologized as authorities investigate complaints from victims’ families.
Still, Chung will receive separate training along with Shinsegae’s chief executives on June 24. Shinsegae highlighted the significance of closing all Starbucks stores nationwide for the first time since South Korea’s 1999 launch, demonstrating its serious approach to avoiding future controversies.
The crackdown in Gwangju followed General Chun Doo-hwan’s 1979 coup. Official records indicate about 200 deaths, though activists argue the toll was higher. Chun’s oppressive rule incited extensive protests in 1987, culminating in a constitutional revision for direct presidential elections. This change is viewed as pivotal in South Korea’s democratic evolution.