Key facts
- Starbucks Korea faced backlash for a "Tank Day" promotion on the anniversary of the Gwangju Uprising.
- The promotion used tumblers named "SS Tank" and the slogan "Thwack it on the table!", which some interpreted as referencing the 1987 death of a student activist.
- Shinsegae Group, which operates Starbucks in South Korea, fired the country's chief executive and provided staff with historical training.
- Police raided Starbucks Korea headquarters as part of an investigation into the campaign.
- Starbucks Korea stores closed nationwide for three hours on June 22 for mandatory staff training.
Starbucks Korea is closing all its stores for half a day next week for staff to attend a history lesson following public outrage over a promotional campaign that evoked a deadly crackdown on pro-democracy protesters. The coffee chain faced widespread criticism after it launched a "Tank Day" reusable cup promotion on the anniversary of the Gwangju Uprising, in which at least 165 civilians were killed by the military. Many believe the real figure to be much higher.
Shinsegae Group, which operates Starbucks under a licensing agreement in South Korea, fired the country's chief executive on the day of the scandal. Chairman Chung Yong-jin will also take the training, the company announced. Outlets will close across the country at 15:00 local time for three hours on June 22 to accommodate the staff training and will not reopen until the following day. During the session, employees will receive education in historical awareness and social sensitivity through videos.
This marks the first nationwide early closure of Starbucks Korea since the chain opened in the country in 1999. The "Tank Day" promotion was for the chain's "Tank Series" drink tumblers. Starbucks Korea initially clarified that the Tank Series was one of several series of tumblers it was rolling out in a campaign running from May 15 to 26. The company apologized for causing inconvenience and concern.
South Korea's President Lee Jae Myung expressed outrage over the conduct on social media. Protests were held outside shops, and the chain reportedly suffered a significant drop in sales following calls to boycott. The uprising, which occurred in 1980, set South Korea on its path toward democracy. Some in South Korea claim the Starbucks campaign also referenced the 1987 movement, using a word in its slogan that sounds like an object being slapped on a table, which was also used in a controversial police statement about the death of a student activist in custody. Marketers chose the slogan after using an AI tool for suggestions, Shinsegae Group said.
South Korean police raided the headquarters of Starbucks Korea on August 5 as part of an investigation into the marketing campaign. Investigators searched the building in southern Seoul, and South Korean media reported that officers also searched the homes of Starbucks Korea executives. The police investigation was launched after complaints from relatives of victims of the Gwangju crackdown.