Shinsegae & Starbucks

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.

Starbucks: Starbucks Korea, a subsidiary of Starbucks, faced significant public backlash and a sharp decline in sales due to a controversial marketing campaign. In response, it closed all stores early for mandatory history and social sensitivity training and overhauled its marketing approval procedures.