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Starbucks South Korea will temporarily shut all its stores across the country for half a day next week to allow employees to attend a history lesson following widespread public criticism over a promotional campaign that many people said evoked memories of one of the nation’s darkest historical events.
The coffee chain came under intense pressure after launching its reusable “Tank Day” cup promotion on the anniversary of the 1980 Gwangju Uprising, during which at least 165 civilians were killed by military forces. Many historians and activists believe the actual death toll was much higher, making the timing of the campaign deeply offensive to many South Koreans.
Shinsegae Group, which operates Starbucks under a licensing agreement in South Korea, responded swiftly to the controversy by dismissing the company’s chief executive on the day the scandal erupted. Chairman Chung Yong jin is also expected to participate in the history training alongside other employees.
According to the company, all Starbucks outlets across the country will close at 3 pm local time next Wednesday for three hours to allow staff to attend the educational session. The stores will remain closed until the following day. Employees will also receive education on historical awareness and social sensitivity through video presentations as part of the programme.
The closure marks the first nationwide early shutdown of Starbucks Korea stores since the company entered the South Korean market in 1999.
The controversial promotion was intended to advertise the company’s Tank Series reusable tumblers, which were promoted as having a spacious capacity for large coffee servings. Starbucks Korea later explained that the Tank Series was simply one of several tumbler collections being released during a promotional campaign running from 15 May to 26 May. The company also issued an apology, saying it was sorry for causing concern and inconvenience to customers.
The campaign generated strong public anger, prompting protests outside Starbucks stores and reportedly leading to a significant decline in sales as boycott calls spread across the country. South Korean President Lee Jae Myung also condemned the incident, describing it on social media as inhumane and disgraceful conduct.
Some critics argued that another phrase used in the campaign, “tak on the table,” carried painful historical associations because the word “tak” was linked to a controversial police statement made after the death of a student activist in custody during the 1987 democracy movement. Shinsegae Group later said the slogan had been generated with the assistance of an artificial intelligence tool during the marketing process.
The Gwangju Uprising remains a defining moment in South Korea’s struggle for democracy. Investigations have confirmed that military forces committed killings as well as rape and sexual assault during the crackdown. The movement later inspired the nationwide democracy protests that helped end military rule in 1987. In recent years the South Korean government and even relatives of former dictator Chun Doo hwan have publicly apologised for the atrocities committed during that period.
