Starbucks Korea closed all domestic stores on May 26, 2024, to provide employees with mandatory historical-awareness training [1], [2].
The move follows a large-scale boycott of the coffee chain after a promotional campaign referenced the May 18, 1980, Gwangju Democratization Movement [3], [4], [5]. Critics perceived the marketing materials as mocking the historic event, sparking widespread public anger across South Korea [4].
On the day of the training, all stores nationwide ceased operations at 3 p.m. local time [1], [2]. A spokesperson for Starbucks Korea said the company ended business at 3 p.m. to conduct the training for its employees [6]. This nationwide closure served as a corrective measure to address the backlash and educate staff on the sensitivities surrounding the Gwangju uprising.
Prior to the full store closures, the company had already begun addressing the issue internally. Head-office staff received specialized training on May 17, 2024 [1]. The Gwangju Democratization Movement is a pivotal event in South Korean history, involving a popular uprising against military dictatorship that resulted in significant loss of life.
Starbucks Korea is a subsidiary of the Shinsegae Group [1], [4]. The company faced accusations that it had desecrated the memory of the democratic movement through its promotional activities [4]. By shutting down all locations simultaneously, the company aimed to demonstrate the gravity of its apology to the public.
Local reports indicated that the boycott gained momentum quickly as social media users shared the offensive campaign materials. The decision to halt all revenue-generating activity for a partial day highlights the severity of the corporate crisis facing the brand in the region [4], [5].
“All domestic Starbucks stores were temporarily closed and employees received mandatory historical‑awareness training”
This incident underscores the high stakes of cultural and historical sensitivity for multinational brands operating in South Korea. The Gwangju Democratization Movement is a cornerstone of the nation's modern identity, and any perceived trivialization can lead to immediate and severe economic consequences via organized boycotts. The decision to halt all operations nationwide suggests that Starbucks Korea viewed the crisis as a systemic failure of corporate oversight rather than a localized marketing error.
