Khaberni - The South Korean "Shinsegae" group announced that its chairman, Chung Yong-jin, and senior executives and employees of "Starbucks Korea" will undergo intensive training to enhance historical awareness and social sensitivity, in the wake of a crisis caused by a marketing campaign that critics have linked to the repression of the pro-democracy Gwangju Uprising in 1980.
The group said all "Starbucks Korea" stores will close their doors at 3 pm on June 22 to allow employees to participate in mandatory training, a first-of-its-kind step since the chain entered the South Korean market in 1999.
The decision came after a promotional campaign launched by the company, managed by "E-Mart," a subsidiary of the "Shinsegae" group on May 18, named "Tank Day," coinciding with the anniversary of the democratic Gwangju Uprising, which was suppressed by the military authorities using forces and tanks, resulting in hundreds of casualties and injuries.
The campaign caused widespread outrage after the company marketed stainless steel cups under the name "SS Tank," using the slogan: "Place it on the table with a tank sound!"
Critics argued that the name and slogan evoked memories of military repression, and some associated the word "tank" with the case of student activist Park Jong-cheol, who died under torture in 1987, after authorities claimed at the time that he died after his head hit the desk.
The company halted the campaign within hours of its launch following escalating criticisms, and officials spoke about a "very significant" drop in sales. Meanwhile, the group's chairman, Chung Yong Jin, issued a public apology in light of the crisis.
"Shinsegae" confirmed that the decision reflects the group's seriousness in dealing with the recent controversy and its commitment to preventing similar incidents in the future, noting that it will revise mechanisms for approving marketing campaigns by introducing a checklist that includes historical, political, disaster, military, violence, and hate speech issues.
"Starbucks Korea" is the country's largest coffeehouse chain in terms of customer payments, operating more than 2000 stores by the end of 2024.
Checklist
According to the group, Chung and the CEOs of the subsidiary companies will participate in a separate training session on June 24, while officials of "E-Mart" and employees of the "Starbucks Korea" headquarters will undergo training on June 17.
The program will include a lecture by a history professor from Sungkyunkwan University on the major milestones of modern and contemporary Korean history since the 1950s, and another session led by a sociology professor addressing how companies should consider social issues such as history, labor, gender, and human rights in their marketing activities.
