Starbucks Korea to temporarily shut all stores for history lesson after bungled coffee promotion
Starbucks Korea will temporarily close all stores nationwide for mandatory history and social sensitivity training following a public relations crisis. The backlash stemmed from a promotional campaign that coincided with the anniversary of a sensitive historical massacre.
Why it matters
The incident highlights the importance of corporate social responsibility and cultural awareness in international marketing strategies.
Starbucks’ South Korean operation said it will close all of its stores nationwide early on 22 June for mandatory history and social sensitivity training. Photograph: Yonhap News Agency/Reuters View image in fullscreen Starbucks’ South Korean operation said it will close all of its stores nationwide early on 22 June for mandatory history and social sensitivity training. Photograph: Yonhap News Agency/Reuters South Korea 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
The article reports on a corporate decision and the context behind it without taking a side.
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