Starbucks Korea closed all of its more than 2,000 stores early on Monday to conduct mandatory training sessions for employees on historical awareness and cultural sensitivity. The early 3 p.m. closure affected approximately 24,000 workers, including baristas, supervisors, and corporate staff, and was implemented in response to widespread backlash over a recent marketing campaign.

The controversy began last month when Starbucks introduced a new line of tumblers branded as “Tank Day,” coinciding with the anniversary of a 1980 massacre in Gwangju during South Korea’s military dictatorship. On that day, tanks were deployed to suppress pro-democracy protests, resulting in significant civilian casualties. The timing and terminology of the campaign drew immediate criticism, particularly given South Korea's recent experience with heightened political tensions and martial law less than two years prior.

In the wake of the public outcry, Shinsegae Group, the parent company of Starbucks Korea, removed the advertising material, issued an apology, and dismissed the company’s chief executive. Representatives later acknowledged that employees had relied on artificial intelligence tools to create the promotional text without recognizing its sensitive historical context.

The training sessions on Monday featured lectures by two professors from Sungkyunkwan University in Seoul, focusing on the nation’s modern history and social sensitivities. Sociologist Jeong-Woo Koo emphasized the importance of corporate awareness regarding societal values and collective memories, commenting, “In many cases, these issues arise because companies fail to properly understand society, its sensitivity, historical events, collective memories or pain points.” Contemporary Korean history expert Oh Jeyeon also delivered a presentation but declined to provide further comment.

Customers expressed surprise at the unexpected store closures. At a busy Starbucks location near Seoul Station, baristas notified patrons about the shortened hours shortly before shuttering their windows and suspending new orders. “I’ve never heard of ‘Tank Day’ and didn’t know that they would be closing,” said Ko Jin-sun, a 65-year-old visitor from Gumi.

Despite efforts to manage the fallout, the incident continues to have legal repercussions. South Korean authorities are investigating Shinsegae executives for alleged defamation, offenses against the bereaved families of the Gwangju victims, and violations of the Special Act on the 5.18 Democratization Movement.

Experts suggest that Starbucks’ decision to close stores for training reflects an attempt to restore public trust amid a damaged brand reputation. Jongwoo Lee, a marketing professor at Namseoul University, remarked, “Starbucks is trying to demonstrate its commitment to change and their sincerity to consumers and the public by taking the measures of closing stores to train all employees.”