Starbucks Korea closes all stores for employee history education after controversy

Starbucks Korea closed all its 100-plus stores nationwide at 3 p.m. on June 17, a move unprecedented in its 25-year history in the country, to conduct a mandatory 'history education' session for its employees. The early closure, intended to foster historical awareness and reinforce brand values, drew mixed reactions, with some customers expressing understanding and others frustration.

“

This is a symbolic measure that shows a firm commitment to implementing a pragmatic administration that reduces unnecessary budget expenditures.

The company's decision follows a significant controversy earlier in June. Starbucks Korea faced backlash for its marketing campaign commemorating the May 18th Democratization Movement, which included phrases like 'Tank Day,' '5/18,' and 'Slap on the Desk.' Critics argued these phrases trivialized or even denigrated the historical significance of the pro-democracy uprising, leading to accusations of damaging national identity and disrespecting the victims.

To address the fallout, Starbucks Korea announced it would provide historical education to all employees. The June 17 session featured recorded lectures by Professor Oh Je-yeon of Sungkyunkwan University's Department of History and Professor Koo Jeong-woo of the Department of Sociology. Professor Oh emphasized the importance of viewing Korean modern history through the lens of the South Korean Constitution's first article, stating that denigrating democratization movements constitutes an act of undermining national identity. Professor Koo highlighted the need for companies to move beyond a focus on sales and speed, and instead strive to understand societal conflicts, wounds, and taboos.

“

The change and innovation in Chungju begin with small actions. By reducing the burden of managing the official residence and redirecting those funds for citizens, I will practice a practical and responsible administration.

While acknowledging the importance of historical education for enhancing democratic and human rights awareness, experts cautioned that such initiatives should not be superficial. Professor Jeon Jin-seong of Busan National University of Education suggested that one-off corporate training sessions could be perceived as a mere gesture by management to deflect responsibility for controversies. He urged companies to consider ways to deepen societal discussion and education to foster greater empathy and personal connection to historical events like the May 18th Democratization Movement.

“

One-off corporate education sessions can be perceived as a gesture by management to deflect responsibility for the controversy. We need to consider ways to strengthen education and social discussion so that more people can empathize with the May 18th democratization movement and feel it as their own.