Key facts
- Police raided Starbucks Korea's headquarters and executives' homes.
- The investigation concerns a marketing campaign that allegedly trivialized South Korea's pro-democracy movement.
- The campaign featured 'SS Tank' tumblers and declared 'Tank Day' on May 18, the anniversary of the 1980 Gwangju uprising.
- A slogan used in the campaign was interpreted as a reference to a 1987 torture death.
- Starbucks Korea's parent company, Shinsegae Group, cancelled the promotion and dismissed the CEO.
- Starbucks Korea conducted mandatory history and social awareness training for all staff.
South Korean police have raided the headquarters of Starbucks Korea and the homes of its executives as part of an investigation into a marketing campaign that has been accused of trivializing the country's pro-democracy movement. The investigation was launched following complaints from relatives of victims of the 1980 Gwangju crackdown.
Starbucks Korea faced a public outcry after launching reusable tumblers called "SS Tank" and declaring May 18 "Tank Day." This date marks the anniversary of the 1980 Gwangju uprising, where pro-democracy demonstrators were suppressed by the military-backed government. The campaign's slogan, "Thwack it on the table!", was interpreted by many as a reference to a 1987 police claim used to conceal that student activist Park Jong-chul died by torture during interrogation.
In response to the backlash, Starbucks Korea's majority owner, Shinsegae Group, cancelled the promotion and dismissed the company's chief executive. Shinsegae chair Chung Yong-jin later issued a televised apology. Starbucks Korea also closed all its stores nationwide for mandatory history and social awareness training.
The Gwangju uprising resulted in approximately 200 deaths, according to official records. South Korea's transition to democracy gained momentum in 1987 with nationwide protests leading to constitutional reforms and direct presidential elections.