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Starbucks closed all of its more than 2,000 outlets across South Korea early on Monday for a mandatory history lesson for staff, following a PR scandal over a controversial advertising campaign by Shinsegae, which holds the licence for the US parent company’s Korean business.<\/p>\n
The caf\u00e9s were closed on Monday afternoon to allow employees to attend the compulsory training.<\/p>\n
Last month, Shinsegae promoted a stainless steel thermos cup called the “SS Tank” and declared May 18 “Tank Day.”<\/p>\n
The South Korean public reacted with outrage: On May 18, 1980, the military government of the time violently suppressed a pro-democracy movement in the South Korean city of Gwangju, deploying tanks in the crackdown. Several hundred people were killed.<\/p>\n
Shinsegae’s campaign triggered public calls for a boycott and was halted after just a few hours.<\/p>\n
The ambiguous abbreviation SS, apparently standing in this case for stainless steel but also used for Adolf Hitler’s notorious paramilitary organization, played only a minor role in the controversy.<\/p>\n
President Lee Jae Myung also criticized the campaign. “I am furious at the inhumane behaviour of such businesspeople,” Lee wrote on his X account.<\/p>\n
Shinsegae has apologized and dismissed the executive responsible. Following an internal investigation, the company stressed that it had no intention of defaming the victims of the democracy movement.<\/p>\n
Seoul police are also currently investigating the background to the case.<\/p>\n<\/div>\n