Starbucks Korea will require its staff to attend history awareness lectures after a marketing campaign triggered public backlash, according to Inside Retail Asia.
The lectures will review major events in South Korea's modern and contemporary history since the 1950s. The move comes after a marketing campaign drew criticism for insensitivity towards historical issues.
The decision underscores the growing scrutiny global brands face when operating in markets with complex historical sensitivities. Starbucks Korea has not commented further on the specifics of the campaign that sparked the backlash.