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Starbucks Korea removes controversial promotion amid public outrage
Starbucks Korea has withdrawn its "Tank Day" coffee tumbler campaign and terminated its chief executive, Sohn Jeong-hyun, following widespread criticism that the promotion evoked a violent chapter in South Korea's history.
Campaign linked to historical trauma
The promotion, launched on Monday-coinciding with the anniversary of the Gwangju Uprising-featured tumblers branded with the English words "Tank Day." Many South Koreans interpreted the design as a reference to military tanks deployed in May 1980 to suppress pro-democracy protesters in Gwangju, an event that left hundreds dead.
President Lee Jae-myung condemned the campaign, calling it an "insult to the victims and the bloody struggle" of Gwangju's residents. In a post on X, he questioned the company's judgment, asking, "What on earth were they thinking?"
Public backlash and corporate response
Social media users swiftly called for a boycott of Starbucks Korea and its majority owner, Shinsegae. One X user wrote, "I can't believe they thought people would just let this slide. It's utterly absurd and infuriating."
Starbucks Korea apologized within hours, suspending the promotion and pledging to overhaul its internal review processes. "We sincerely apologize for causing inconvenience and concern," the company stated, adding that it would "review and improve" its procedures to prevent similar incidents.
Shinsegae, which holds a 67.5% stake in Starbucks Korea through its subsidiary E-mart, also issued an apology. Group Chairman Chung Yong-jin labeled the campaign an "inexcusable mistake" that "trivialized the suffering and sacrifices" of those who fought for democracy. He vowed to investigate the approval process and strengthen content reviews across all affiliates.
Historical context of the Gwangju Uprising
The Gwangju Uprising, which began on 18 May 1980, saw military forces under then-President Chun Doo-hwan violently suppress demonstrators. Investigations later confirmed that troops committed widespread atrocities, including rape and sexual assault. The event is commemorated annually as a pivotal moment in South Korea's democratization.
Some critics also drew parallels between the campaign and the 1987 pro-democracy movement, which ultimately toppled Chun's regime. The tumbler's promotional slogan, "tak on the table!"-a Korean phrase mimicking the sound of an object being slapped down-echoed a controversial 1987 police statement about the death of a student activist. Authorities had falsely claimed the activist died after an interrogator slapped a table, when in reality, he succumbed to torture.
Broader implications for Starbucks Korea
Starbucks' U.S. headquarters also issued a statement, acknowledging that "while unintentional, [the incident] should never have happened." The company expressed regret for the "deep pain and offense" caused, particularly to those connected to the Gwangju Uprising.
Since divesting its stake in Starbucks Korea in July 2021, the U.S.-based Starbucks Coffee Company has had no operational involvement in the South Korean market. The remaining 32.5% of Starbucks Korea is owned by Singapore's sovereign wealth fund, GIC.
