Starbucks in South Korea will temporarily close all its locations for half a day next week to allow employees to participate in a history lesson following public backlash over a recent promotional campaign that drew parallels to a tragic military crackdown on pro-democracy demonstrators.
The coffee giant faced intense criticism after launching a “Tank Day” reusable cup promotion coinciding with the anniversary of the Gwangju Uprising, during which at least 165 civilians were killed by the military, with many estimates suggesting the actual toll was significantly higher.
In response to the uproar, Shinsegae Group, which operates Starbucks under a licensing agreement in South Korea, terminated the country’s chief executive on the same day the controversy erupted.
Chairman Chung Yong-jin will also partake in the training, as announced by the company.
All outlets will close at 15:00 local time (06:00 GMT) for three hours next Wednesday to facilitate staff training and will remain shut until the following day.
On Monday, employees at Starbucks Korea will receive education on historical awareness and social sensitivity through video presentations.
This marks the first nationwide early closure of Starbucks Korea since its establishment in the country in 1999.
The “Tank Day” promotion was centered around the chain’s Tank Series drink tumblers, which were marketed as having a “spacious volume” for serving large quantities of coffee.
Initially, Starbucks Korea clarified that the Tank Series was one of several tumbler lines being introduced as part of a campaign running from May 15 to 26.
The company later issued an apology for any inconvenience and concern caused to customers.
South Korean President Lee Jae Myung expressed his outrage on social media, condemning what he described as “inhumane and disgraceful conduct” during the backlash last month.
Protests erupted outside various stores, and the chain reportedly experienced a notable decline in sales amid calls for a boycott.
Investigations into the 1980 Gwangju Uprising confirmed that troops sent by the military regime of Chun Doo-hwan were responsible for numerous atrocities, including rape and sexual assault.
This uprising played a crucial role in South Korea’s transition to democracy and became a rallying point for activists over the subsequent seven years, ultimately leading to a movement in June 1987 that resulted in Chun’s regime being overthrown.
Some observers believe the Starbucks campaign also alluded to the 1987 movement.
Promotional materials for the tumbler featured the phrase “tak on the table!” in Korean, which resembles an expression implying an object being forcefully placed on a table.
The term “tak” was also used in a controversial statement made by police in 1987 regarding the death of a student activist while in custody.
Shinsegae Group revealed that marketers selected the slogan after utilizing an AI tool for suggestions.
Chun’s rule came to an end in 1988, and he was later convicted of treason and corruption in 1996 but received a presidential pardon and was released from prison.
He passed away in 2021 at the age of 90.
In 2018, the South Korean government issued an apology for the sexual violence committed against women by troops during the Gwangju events.
Additionally, Chun Woo-won, the grandson of South Korea’s last dictator, has expressed remorse to the families of those who lost their lives.
He referred to his grandfather as a “sinner and slaughterer” and conveyed his sincere apologies for not addressing this sooner.
By: Magdalene Agyeiwaa Sarpong