South Korea & Shinsegae

South Korea: South Korea is the location where the controversial marketing campaign by Starbucks Korea took place, leading to widespread public outrage and protests. The event highlighted sensitive historical issues within the country.

Shinsegae: Shinsegae Group, which owns a majority stake in Starbucks Korea, took responsibility for the controversial marketing campaign. It fired the CEO of Starbucks Korea, issued a public apology, and mandated history and social sensitivity training for its executives and employees to prevent future recurrences.