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Starbucks Korea Shuts All Stores for History Training
15 Jun
Summary
- Starbucks Korea will close all its locations on June 22 for staff training.
- The training addresses historical awareness and social sensitivity after public backlash.
- New marketing approval procedures and a social-sensitivity checklist will be introduced.
Starbucks Korea will close all its locations nationwide at 3 p.m. on June 22 for staff training sessions. This unprecedented nationwide closure aims to address historical awareness and social sensitivity following a controversial marketing campaign. The promotion, which evoked a 1980 military crackdown on pro-democracy protesters, led to widespread public criticism and a significant decline in sales.
Executives and staff will undergo training led by university professors to foster a deeper understanding of South Korea's modern history and social issues like labor, gender, and human rights. This initiative reflects the company's seriousness in addressing the controversy and preventing future missteps. Starbucks Korea, a leading coffee chain with over 2,000 stores, is also overhauling its marketing approval procedures to include a social-sensitivity checklist.
