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● LIVE Updated 11h ago · 18 sources tracked

Starbucks Korea to close stores early for mandatory history training after marketing row

Starbucks Korea will close all stores at 3 p.m. on June 22 for mandatory training on historical awareness and social sensitivity after a marketing campaign sparked outrage over its perceived connection to the 1980 Gwangju massacre. The move follows widespread backlash and a customer boycott. This is the first nationwide early closure since 1999. Training will focus on historical context and social responsibility.

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What changed

Sources confirm the closure time (3 p.m.) and the 67.5% stake held by Shinsegae Group in Starbucks Korea.

Live updates

  1. Starbucks Korea closes stores early for mandatory history training amid backlash

    Starbucks Korea will close all stores at 3 p.m. on June 22 for mandatory training on historical awareness and social sensitivity after a marketing campaign sparked outrage over its perceived connection to the 1980 Gwangju massacre. The move follows widespread backlash and a customer boycott. This is the first nationwide early closure since 1999. Training will focus on historical context and social responsibility.

    What's confirmed:

    • Starbucks Korea will shut all stores nationwide at 3 p.m. on June 22 for mandatory history and social sensitivity training.
    • The closure follows backlash over a marketing campaign perceived as mocking victims of the 1980 Gwangju massacre.
    • Shinsegae Group, which owns a 67.5% stake in Starbucks Korea, announced the training and closure.
    • This is the first nationwide early closure of Starbucks Korea stores since 1999.
    confidence 100%

  2. Starbucks Korea closes stores early for mandatory history training after 'Tank Day' backlash

    Starbucks Korea will shut all stores nationwide early on June 22 for mandatory history and social sensitivity training following a marketing campaign that evoked the 1980 Gwangju massacre. The move comes after widespread backlash and a customer boycott. This is the first nationwide early closure since 1999. Training will cover historical awareness and social sensitivity.

    What's confirmed:

    • Starbucks Korea will close all stores nationwide early on June 22 for mandatory history and social sensitivity training.
    • The closure follows backlash over a marketing campaign referencing the 1980 Gwangju massacre, also known as 'Tank Day'.
    • This is the first nationwide early closure for Starbucks Korea since 1999.
    • The training is mandatory for all staff, including Shinsegae Group Chairman Chung Yong-jin.
    • The boycott triggered by the campaign has impacted Starbucks Korea’s revenue.

    Still unconfirmed:

    • The training will include sessions led by external historians or government officials (not confirmed).
    • Starbucks Korea is considering permanent changes to its marketing review process (unconfirmed).
    • The boycott has led to a significant drop in market share for Starbucks Korea (no revenue figures provided).
    confidence 95%