Starbucks Korea Responds to Backlash Over Controversial Marketing Campaign

In response to public outrage, Starbucks Korea announced it will close all its stores nationwide early on June 22 for mandatory history and social sensitivity training. This decision comes after backlash erupted over a marketing campaign that was seen as mocking victims of a brutal military crackdown on pro-democracy protesters in 1980.

Shinsegae Group owns a 67.5% stake in Starbucks Korea. Executives and employees at Starbucks Korea’s headquarters will participate in training led by history and sociology experts on June 21. Starbucks stores will close at 3 p.m. on June 22 so employees can view a recording of the session, according to Shinsegae’s statement.

The controversy unfolded when Starbucks attempted to promote stainless-steel tumblers by declaring May 18 as “Tank Day,” coinciding with the anniversary of the 1980 pro-democracy uprising in Gwangju. This uprising was violently suppressed by the military at the time, leading to hundreds of casualties. The uproar intensified with the slogan “Thwack it on the table!” which many connected to a 1987 police statement that falsely captured the death of activist Park Jong-chol, saying he died after investigators “hit the desk with a thwack.”

The promotion was swiftly canceled by Shinsegae, and the chief executive of Starbucks Korea was dismissed. Shinsegae Chairman Chung Yong-jin issued a televised apology as police started investigating complaints from victims’ families. On June 24, Chung will partake in separate training alongside the chief executives of Shinsegae affiliates.

This is the first time Starbucks Korea will close all stores early since its 1999 debut. The company says it reflects the seriousness of the marketing controversy and its commitment to avoiding such incidents in the future.

The Gwangju crackdown followed General Chun Doo-hwan’s coup in late 1979, which led to widespread repression. While records indicate around 200 deaths in Gwangju, activists argue the actual count was higher. Public dissatisfaction with Chun’s regime culminated in massive protests in 1987, leading to constitutional changes that marked the start of South Korea’s democratic transition.