Starbucks Korea will close all stores early on June 22, 2026, to conduct history-recognition training for its employees [1].
The move follows intense public criticism of a "Tank Day" marketing campaign, which critics said showed a callous disregard for South Korea's historical suffering. The backlash reached the highest levels of local government, including a demand from Gwangju Mayor Kang Ki-jung for the company to shut its doors and educate its staff [2].
All stores nationwide will close at 3 p.m. [1] on June 22, 2026 [1]. This marks the first time the company has implemented a nationwide early closure since it first entered the South Korean market in 1999 [1].
Beyond the immediate store closures, Shinsegae Group chairman Jung Yong-jin announced a broader initiative to address the controversy. The group will implement a history-recognition education program for all executives and employees starting June 24, 2026 [1].
Jung expressed regret over the incident and pledged a change in corporate culture. "All members of the Shinsegae Group, including myself, will remember the history and sacrifices of our society and will always deeply understand and respect the hearts of the people," Jung said [1].
The company's decision to halt operations—even for a few hours—reflects the severity of the public outcry. In South Korea, corporate insensitivity toward historical traumas, particularly those involving military intervention, often leads to widespread boycotts and significant brand damage.
“All stores nationwide will close at 3 p.m. on June 22, 2026.”
The decision by Shinsegae Group to mandate history education and execute a rare nationwide store closure demonstrates the high stakes of cultural and historical literacy for multinational brands in South Korea. By aligning its corporate response with the demands of local officials and the public, the company is attempting to mitigate a reputation crisis that threatens its market standing in a society where historical memory is deeply tied to national identity.
