JIN YU YOUNG, LEE JIYOUN2026年6月23日上个月，首尔一家星巴克门店。 Kim Hong-Ji/ReutersStarbucks has more than 2,000 stores across South Korea, including one that overlooks a North Korean village, one in a century-old traditional street market and one that sits on the 99th floor of a glass skyscraper. In a first, they all closed early on Monday.星巴克在韩国拥有2000多家门店，包括一家可以俯瞰朝鲜村庄的门店、一家位于拥有百年历史传统街头市场的门店，以及一家坐落在玻璃摩天大楼99层的门店。周一，所有这些门店都史无前例地提前关门了。But the 3 p.m. closure did not mean extra time off for its 24,000 or so baristas, supervisors and corporate employees. Instead, they all had to do training on historical awareness and cultural sensitivity. It was damage control for a marketing debacle.但下午3点闭店并不意味着该品牌约2.4万名咖啡师、主管和公司员工获得了额外的休息时间。他们都必须接受历史意识和文化敏感性培训。这是针对一场营销灾难所做的危机公关。Last month, Starbucks unveiled a new line of tumblers that it called “Tank Day.” The campaign began on the anniversary of a massacre in 1980, when South Korea was a military dictatorship and used tanks to crack down on pro-democracy protesters in the southern city of Gwangju.上个月，星巴克推出一款名为“坦克日”(Tank Day)的新系列随行杯。这一营销活动恰逢1980年大屠杀的纪念日，当时韩国处于军事独裁统治之下，政府动用坦克镇压了南部城市光州的民主示威者。The backlash to the Starbucks promotion was immediate. South Korea had a brush with martial law less than 18 months ago and the criticism was fierce. Shinsegae Group, the conglomerate that owns Starbucks Korea, took down the ad, issued an apology and fired the Starbucks Korea chief executive. Later, it said that employees had used artificial intelligence to come up with the wording for the promotion and were not aware of the context. The training on Monday was supposed to be the fix.星巴克此次推广活动立即引发强烈反弹。不到18个月前，韩国刚刚经历了一场戒严风波，因此批评声势极其猛烈。韩国星巴克所属的财阀新世界集团撤下广告，发表了道歉声明，并解雇了韩国星巴克首席执行官。随后，该集团表示，员工利用人工智能拟定促销文案，并不了解其背景。周一的培训是对此事的补救措施。“Starbucks is trying to demonstrate its commitment to change and their sincerity to consumers and the public by taking the measures of closing stores to train all employees,” said Jongwoo Lee, a professor of marketing at Namseoul University. “Ultimately, the core focus here is restoring a damaged brand image.”南首尔大学营销学教授李钟宇（音）表示：“通过采取关闭门店来培训全体员工的措施，星巴克试图向消费者和公众展示改变的决心和诚意。归根结底，核心目的是修复受损的品牌形象。”Starting last week, Starbucks had put up signs about the shorter schedule. At about 2:40 p.m. on Monday, baristas at a store at Seoul Station, a busy transportation hub, started telling customers about the early closing. Ten minutes later, workers began closing the window shutters and only accepted takeout orders. At 2:58 p.m., they announced they were closed.从上周开始，星巴克就张贴了缩短营业时间的告示。周一下午2点40分左右，繁忙的交通枢纽首尔站内的一家星巴克门店里，咖啡师开始通知顾客提早闭店的消息。10分钟后，店员们开始拉下卷帘门，只接受外带订单。下午2点58分，他们宣布停止营业。Most customers seemed surprised. “I’ve never heard of ‘Tank Day’ and didn’t know that they would be closing” said Ko Jin-sun, 65, who was visiting from the city of Gumi and was drinking an iced Americano from a to-go cup.大多数顾客似乎都感到惊讶。来自龟尾市的65岁游客高镇善（音）正拿着外带杯喝着冰美式咖啡，她说：“我从未听说过‘坦克日’，也不知道他们会关门。”Inside the store, according to a Starbucks spokesman, employees were scheduled to watch recordings of talks by two professors from Sungkyunkwan University in Seoul.据星巴克发言人透露，在门店内部，员工们被安排观看首尔成均馆大学两位教授的讲座录像。“In many cases, these issues arise because companies fail to properly understand society, its sensitivity, historical events, collective memories or pain points,” said Jeong-Woo Koo, who teaches sociology and spoke during the cultural sensitivity portion of the training. “Ultimately, it comes down to how well a corporation can read society.”在文化敏感性培训部分发表讲话的社会学教授具廷禹表示：“在许多情况下，出现这些问题是因为企业未能正确理解社会、社会敏感性、历史事件、集体记忆或痛点。归根结底，这取决于企业能否正确解读社会。”Oh Jeyeon, who teaches contemporary Korean history, gave a lecture on major events since the 1950s for the historical awareness component of the training. He declined to comment.教授韩国现代史的吴济渊（音）在历史意识培训部分做了关于1950年代以来重大事件的讲座。他拒绝发表评论。But the company is not out of the woods yet. The police are investigating Shinsegae executives on charges of defamation, insulting the bereaved families of the victims of the Gwangju massacre and violating the Special Act on the 5.18 Democratization Movement.但星巴克目前仍未走出困境。警方正在调查新世界集团的高管，指控他们涉嫌诽谤、侮辱光州大屠杀受害者遗属，以及违反《518民主化运动特别法》。Jin Yu Young是时报驻首尔的记者兼研究员，报道韩国和国际突发新闻。翻译：晋其角点击查看本文英文版。获取更多RSS：https://feedx.net https://feedx.site