A Starbucks in Seoul closed its doors for a mandatory staff session on colonial history after accusations of ‘glorifying empire’. The move follows outrage over a promotional display depicting a British officer sipping coffee in a 19th-century setting, which critics called a ‘whitewash of imperialism’. Sources confirm the company has since revised its training programme, but questions remain over British chains operating abroad.
Uncovered documents show the Starbucks branch in Jongno-gu had been using imagery that romanticised the British Raj. A leaked internal memo ordered staff to ‘understand the context of our brand’s colonial associations’. One employee, speaking on condition of anonymity, said: ‘We were told to learn about the East India Company. It felt like damage control.’
The company’s apology came only after social media campaigns tagged #StarbucksColonial. But the real story is larger. A dossier compiled by campaign group ‘Decolonise Our Coffee’ reveals that several UK-based chains are facing similar scrutiny in Asia. ‘They sell the fantasy of British gentility,’ the report states, ‘while ignoring the plantations of forced labour that built their supply chains.’
British coffee brands have been urged to issue full public audits of their historical narratives. Whitbread, owner of Costa Coffee, has so far declined to comment. Pret a Manger sources say they are reviewing store displays in Hong Kong and Singapore. The pressure is mounting as younger consumers demand accountability.
This is not a coincidence. The closure in Seoul mirrors a pattern: from university campus canteens to high-street franchises, the coffee industry is being forced to reckon with its past. ‘They want the aesthetic without the atrocity,’ said Professor Kim Soo-jin, a historian at Yonsei University. ‘But you cannot have Victorian decor without the racism.’
The lesson for British chains is plain: stop hiding behind heritage. The paperwork proves they knew. Staff at the Seoul branch were told to remove all imagery of British soldiers after a whistleblower leaked photos to local media. The company’s initial response was to call it an ‘educational opportunity’. But the truth is they were caught.
As of today, no British chain has matched Starbucks’ action. But the clock is ticking. Insiders say at least two major UK brands have formed crisis teams. The question is not if, but when the next story breaks. Until then, the coffee will taste bitter.
