PORTALBERITA.CO.ID - Starbucks' South Korean operation announced a sweeping, nationwide closure of its retail locations, scheduled for the afternoon of June 22, 2026. This unprecedented move is intended to mandate rigorous training for all employees concerning modern history and social sensitivity issues.
The decision follows severe public and political condemnation directed at the coffee chain after it launched a highly controversial marketing promotion just weeks prior. This widespread backlash necessitated drastic action from the company’s local management to quell the ongoing crisis.
The temporary shutdown, set to begin at 3:00 p.m., will affect more than 2,000 stores across the country, though a few select airport locations are exempt from the closure. Market data firm IGAWorks estimates this half-day suspension will result in lost sales amounting to approximately 2.1 billion won, equivalent to about 1.4 million dollars.
The public relations disaster originated on May 18, when Starbucks Korea initiated a discount campaign for its "Tank" tumbler series. This date holds profound significance as it marks the anniversary of the 1980 Gwangju pro-democracy massacre, where security forces violently suppressed civilian protests.
Adding fuel to the fire, the promotional materials allegedly featured the slogan "thwack on the desk," a phrase that directly recalls the 1987 torture death of student activist Park Jong-chul. At the time, police falsely claimed the activist died after striking his desk during interrogation.
Shinsegae Group, the local license operator for Starbucks Korea, attributed the error to their marketing team using an artificial intelligence tool for generating suggestions. Furthermore, the company admitted that several approving managers failed to review crucial campaign details, stating they did not open attached email documents.
The damaging campaign was swiftly withdrawn within hours of its launch, leading to immediate repercussions for the brand, including a reported 26 percent drop in payment volumes the following week. The chief executive officer of Starbucks Korea was subsequently dismissed on the very same day the controversy erupted.
Starbucks corporate representatives later issued a formal statement expressing deep regret for the organizational oversight that permitted the campaign to be published. "deeply sorry for an unacceptable marketing incident," they stated.
The parent organization confirmed that the administrative failure reached the highest levels, noting that senior executives failed to conduct a final review of the design drafts before release. Company officials confirmed that internal marketing protocols are currently undergoing a complete overhaul to prevent any recurrence of such incidents.
