Starbucks Korea to temporarily shut all stores for history lesson after bungled coffee promotion
The closures, so employees can watch a recorded lecture, will cost the company an estimated 2.1bn won ($1.4m) in sales
TL;DR
- Starbucks Korea is closing over 2,000 stores for a mandatory history and social sensitivity training session.
- The closures are a response to a bungled promotion on May 18th, the anniversary of the Gwangju massacre, which used insensitive marketing slogans.
- The company estimates the temporary shutdown will result in 2.1 billion won ($1.4 million) in lost sales.
- The training will cover contemporary Korean history and the importance of historical and social awareness in marketing.
- The incident led to public backlash, store boycotts, and apologies from Starbucks, including the sacking of its chief executive.
- Executives, including the billionaire chair of Shinsegae Group, will also undergo the training.