A failed “Tank Day” ad campaign in June triggered the temporary closure of all 2,100 Starbucks locations in South Korea. One may assume this sudden shut down was a result of a lack of customers, the promotion’s massive public backlash, or the nationwide boycotts. Instead, more than 23,000 Starbucks Korea staff underwent mandatory historical awareness and social sensitivity training.
While few details have been disclosed regarding the lessons, the history awareness lecture was conducted by Oh Jeyeon, a contemporary Korean history professor from Sungkyunkwan University. In addition, employees underwent social sensitivity training primarily led by sociology professor Koo Jeong-woo from the same university.
Starbucks store in Manhattan Beach (Photo by Chloe Lee)
Starbucks Korea and its parent company, Shinsegae Group, faced massive public backlash in May after releasing a new line of large tumblers which they labeled as “tanks.” Making matters worse, the company planned to start selling the product on May 18, declaring it “Tank Day.” Public anger derived from the historical roots of the date; May 18 serves as the country’s anniversary of a 1980 former military dictatorship crackdown, culminating in the deaths of hundreds of pro-democracy civilians in Gwangju.
To worsen the situation, the promotion’s slogan, “Thwack it on the table,” sparked major civilian backlash and hatred toward the company. Many viewed the phrase as dishonoring toward late student activist Park Jong-chol, who reportedly died after investigators “hit the desk with a thwack.”
While backlash was primarily aimed at Starbucks Korea and its employees, chairman of Shinsegae Group, Chung Yong-jin repeatedly bowed and issued a total of two public apologies. However, public resentment refused to settle even after the firing of Starbucks Korea CEO Sohn Jeong-hyun.
According to NBC News, President Lee Jae Myung described the company’s actions and behavior as “inhumane and disgraceful” and went as far to publicly scorn them for “deny[ing] the values of the South Korean community, fundamental human rights and democracy.”
To encourage marketing campaign approval and reduce the likelihood of future catastrophes, Starbucks Korea plans to establish a social sensitivity checklist to cover commemorative dates, military events, and historical and political issues.
