Starbucks closes more than 2,000 branches in South Korea

Starbucks closed all of its more than 2,000 branches in South Korea early Monday, to conduct a historic educational training for its entire workforce following a failed advertising campaign by the Chainseye Group, which holds the license of the American parent company in South Korea.

All cafes were closed this afternoon, Monday (local time), in order to conduct mandatory training for employees.

The move follows last month’s “Tank Day” campaign, during which it offered discounts on its series of stainless mugs called “Tank,” but the campaign drew criticism for its highly sensitive reference to the Gwangju massacre that took place in the 1980s, when the then South Korean junta sent soldiers in tanks to suppress a demonstration in the city, killing hundreds.

The campaign sparked severe criticism from customers and politicians, including President Lee Jae-myung. ShinJay apologized and fired the CEO of Starbucks Korea.

Following an internal investigation, the company stressed that there was no intention to tarnish the image of the victims of the democracy movement. Seoul Police are also currently investigating the background of the case.