In brief
Starbucks Korea introduced a 'Tank Day' tumbler promotion on the anniversary of the Gwangju Uprising, sparking outrage and a mass boycott. Critics accused the brand of defaming victims of the 1980 military crackdown. Following internal investigations, the company removed the promotion and apologized, but faced criminal complaints and a CEO dismissal. Government officials and political parties weighed in, using Starbucks cups as a political symbol. The incident highlights tensions around historical memory in South Korea.
South Korean police raided the national headquarters of Starbucks over allegations of defamation linked to a controversial marketing campaign.
Starbucks Korea had launched a coffee tumbler promotion called “Tank Day” in May on the anniversary of the 1980 Gwangju Uprising, where it was widely believed that hundreds were killed by the military. The use of the word “tank” was seen as a reference to the armored vehicles employed to crush pro‑democracy protesters, igniting a nationwide boycott.
In response, Starbucks withdrew the promotion, claiming the move was unintentional, and Shinsegae Group – which runs the coffee chain in South Korea – opened an internal investigation. The company concluded that the error was accidental, and an apology was issued for the “inappropriate marketing.” However, civic groups filed a criminal complaint demanding police action for defaming victims of the dictatorship.
The controversy escalated during the local election season, drawing criticism from President Lee Jae‑Myung and prompting a government‑level boycott slogan. Starbucks cups have since become a rallying point for right‑wing supporters, appearing in political rallies and online discourses.
The incident underscores the sensitivity around historical events in South Korea and demonstrates how commercial initiatives can spark national debate. Starbucks has also dismissed its chief executive amid the fallout, while police continue to investigate the allegations.
