Starbucks Korea says it will close all of its stores early on June 22 to conduct mandatory training for its employees following backlash over a recent marketing campaign. Multiple outlets report that the training is focused on “historical awareness” and “social sensitivity,” and that staff will watch videos as part of the programme.
The move follows what companies and reports describe as controversy around an advertisement or promotional event associated with “Tank Day,” which critics say evoked the 1980 military crackdown in South Korea. One outlet links the criticism to the victims of the 1980 Gwangju pro-democracy incident.
Starbucks Korea’s operator, Shinsegae Group, and other reports say the decision is intended to address the public backlash and educate employees about the historical context and appropriate sensitivity. Bloomberg describes the closure as an unprecedented step, with stores shutting early nationwide to ensure the entire workforce can attend the training.
No outlets report changes to the broader Starbucks brand or any legal action, but all describe the store closures and training as the immediate response to the marketing row.
