Starbucks Korea will temporarily close all its more than 2,000 stores on 22 June for a mandatory history lesson, following a disastrous promotion that evoked memories of a pro-democracy massacre. The half-day closures will cost the company an estimated 2.1 billion won ($1.4 million) in lost sales, according to data firm IGAWorks.
The move comes after Starbucks Korea ran a discount promotion for its “Tank” tumbler series on 18 May, the anniversary of the 1980 Gwangju massacre. The promotion, branded “Tank Day” and featuring the slogan “thwack on the desk”, sparked public and political backlash, leading to boycotts, smashed mugs, and government ministries cutting ties with the chain.
Employees will watch recorded lectures on modern Korean history and undergo “social sensitivity” training. The curriculum covers major events in contemporary Korean history and how companies should account for historical and social sensitivities in marketing. Shinsegae Group chairman Chung Yong-jin will also take the training alongside other executives.
Payment volumes plunged 26% in the week after the controversy, and despite a partial recovery, they remain about 25% below pre-controversy levels. The company pulled the campaign within hours and sacked its chief executive the same day. Starbucks said it was “deeply sorry for an unacceptable marketing incident” and that it “should never have happened”.
An internal investigation found no evidence of deliberate intent, though a police investigation is ongoing. Chung and the former chief executive have been registered as criminal suspects by Seoul police. The Gwangju massacre remains a deeply sensitive issue in South Korean society, with far-right groups still promoting discredited state narratives about the protests.
