Starbucks forced to shut more than 2,000 stores following controversial advert
Starbucks Korea will close all of its stores for half a day next week following backlash from a promotional campaign.
The controversy stemmed from a ‘Tank Day’ advert for its Tank Series reusable tumblers on 15 May.
It coincided with the anniversary of the 1980 Gwangju Uprising, when military forces violently crushed pro-democracy protests. At least 165 people were killed, although many believe the true number was much higher.
Many South Koreans felt the promotion was insensitive because of the connection between the word ‘Tank’ and the military crackdown.
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Public criticism spread online and protests were held outside Starbucks stores, with calls for a boycott reportedly led to falling sales.
Starbucks Korea, which is operated by Shinsegae Group under licence, apologised for the campaign and said: "We sincerely apologise for causing inconvenience and concern to our customers due to this.
"We have immediately suspended the event and will review and improve our internal processes to prevent similar incidents from recurring in the future."
Starbucks' US headquarters also issued an apology, acknowledging that ‘while unintentional, [the incident] should never have happened’.
"We recognise the deep pain and offense this has caused, particularly to those who honor the victims, their families, and all who contributed to Korea's democratisation," it said.
To address the incident, all Starbucks Korea stores are set to close at 3pm local time on Monday (22 June) so staff can attend a mandatory training session on South Korean history and social awareness.
Employees will watch educational videos designed to improve understanding of important historical events and their impact on society. Shinsegae chairman Chung Yong-jin will also take part in the training.
It comes after the campaign faced further criticism because one of its slogans included the Korean word ‘tak’, which sounds like something being slapped on a table.
Some people linked it to a controversial police statement made after the death of a student activist in custody in 1987, a case that became a symbol of South Korea’s democracy movement.
Shinsegae later said the slogan had been suggested by an artificial intelligence tool.
"What on earth were they thinking, knowing how many lives were taken that day and how seriously that set back our country's justice and history?" said President Lee Jae Myung.
"I am outraged by such a low-class merchant's inhumane behaviour, which denies our country's values of basic human rights and democracy."
Topics: Starbucks, World News
Anish Vij