Starbucks Korea to Close Stores for Staff Training After Promotional Campaign Sparks Backlash

Starbucks Korea has announced plans to temporarily shut all of its outlets nationwide next week to allow employees participate in special training following public criticism over a promotional campaign linked to a sensitive period in the country’s history.

The coffee chain said its stores will close for three hours on Wednesday afternoon as workers undergo education focused on historical awareness and social sensitivity.

The decision follows widespread backlash over a promotion for the company’s reusable “Tank Series” tumblers, which coincided with the anniversary of the 1980 Gwangju Uprising, a pro-democracy movement that was violently suppressed by the military.

The campaign drew criticism from members of the public who argued that the use of the term “Tank Day” and related marketing materials appeared insensitive given the historical significance of the date. The Gwangju Uprising remains one of South Korea’s most important democratic milestones, with official records indicating that at least 165 civilians lost their lives during the military crackdown, although some estimates place the death toll much higher.

In response to the controversy, Starbucks Korea apologised for the campaign and acknowledged concerns raised by customers.

The company explained that the promotion was intended to highlight its Tank Series tumblers, which were marketed for their large capacity. However, critics argued that the timing and messaging were inappropriate and failed to consider the historical weight associated with the anniversary.

The fallout from the incident prompted significant internal changes. Shinsegae Group, which operates Starbucks in South Korea under a licensing agreement, removed the company’s chief executive on the day the controversy emerged.

The conglomerate also announced that its chairman, Chung Yong-jin, will participate in the same training programme as employees.

According to the company, all Starbucks Korea staff will first undergo educational sessions through video-based learning before participating in the nationwide training event. The initiative is aimed at strengthening employees’ understanding of historical events and improving sensitivity when developing future campaigns.

The temporary closure will mark the first time Starbucks Korea has shut all of its stores nationwide since launching operations in the country in 1999.

The controversy also attracted political attention. South Korean President Lee Jae Myung publicly criticised the campaign during the backlash, describing the situation as unacceptable.

Public reaction included protests outside some Starbucks outlets, while calls for a consumer boycott reportedly contributed to a decline in sales.

The Gwangju Uprising remains a defining moment in South Korea’s democratic history. Investigations conducted years later uncovered evidence of widespread human rights abuses during the military operation, including cases of sexual violence committed by soldiers.

The movement ultimately became a symbol of resistance against authoritarian rule and helped pave the way for South Korea’s transition to democracy in the late 1980s.

By introducing mandatory historical awareness training, Starbucks Korea says it hopes to rebuild public trust and ensure future campaigns are developed with greater cultural and historical sensitivity.