Starbucks Korea to Close All Stores for Staff History Training After Promotion Backlash

Starbucks in South Korea will close all its stores for half a day next week so that all staff can attend history classes, following public anger over a promotional campaign deemed to evoke painful memories of military violence against pro-democracy demonstrators. The coffee chain drew widespread criticism after launching an eco-friendly cup promotion titled ‘Tank Day’. Ironically, the promotion was released on the anniversary of the Gwangju Uprising, a historic tragedy in which at least 165 civilians were killed by the military. Shinsegae Group, which holds the operating licence for Starbucks in South Korea, immediately dismissed the CEO of Starbucks Korea on the day the scandal erupted. The company announced that Chairman Chung Yong-jin will also participate in the training. All stores in the country will close on Wednesday next week from 15:00 local time for three hours to facilitate staff training, and will only resume operations the following day. Additionally, on Monday, all Starbucks Korea employees will receive historical awareness education through video screenings. This marks the first nationwide early closure for Starbucks Korea since it first opened a store in 1999. Management explained that the name ‘Tank Day’ actually referred to the ‘Tank Series’ tumbler product line, which is promoted as having a large volume capacity. Starbucks Korea has also issued a formal apology. ‘We apologise for causing discomfort and concern to our customers due to this issue,’ the company stated. The scandal prompted a strong reaction from South Korean President Lee Jae Myung, who vented his frustration on social media as boycotts and protests spread outside Starbucks stores last month. ‘This is an inhumane and shameful act,’ President Lee wrote. Beyond the ‘Tank’ name, the tumbler’s promotional material also sparked controversy for using the phrase ‘tak on the table!’ in Korean. The word ‘tak’ mimics the sound of an object being slammed on a table, reminding the public of a controversial police statement from 1987 regarding the death of a student activist in custody. Shinsegae Group revealed that the slogan was chosen by the marketing team using an artificial intelligence tool. The 1980 Gwangju Uprising is a significant milestone that set South Korea on the path to democracy and ultimately led to the fall of dictator Chun Doo-hwan in 1987.