American coffee giant Starbucks found itself at the centre of a major controversy in South Korea after a promotional campaign titled “Tank Day” triggered outrage for allegedly mocking one of the country’s darkest chapters in modern history. The campaign, launched by Starbucks Korea on May 18, quickly spiralled into nationwide protests, boycott calls, falling sales and the dismissal of the company’s local chief executive.
The controversy erupted after Starbucks Korea introduced a new line of oversized tumblers named the “Tank Series” as part of a marketing campaign promoting larger coffee servings. The company branded the launch as “Tank Day” and paired it with slogans that many South Koreans viewed as deeply insensitive. The launch date itself — May 18 — coincided with the anniversary of the 1980 Gwangju Uprising, a pivotal pro-democracy movement during which hundreds of civilians were killed after military forces violently suppressed protests against authoritarian rule.
Public anger intensified further over one of the campaign slogans, “thwack on the desk,” which critics said echoed language associated with the 1987 torture death of student activist Park Jong-chul. At the time, police had attempted to cover up the activist’s death by claiming he died after officers struck a desk during questioning. The phrase remains politically and emotionally sensitive in South Korea and is closely tied to memories of dictatorship-era brutality.
The backlash was immediate and widespread. Social media platforms were flooded with videos showing angry customers smashing Starbucks tumblers and mugs. Many users deleted the Starbucks loyalty application, withdrew prepaid balances and publicly announced boycotts against the coffee chain. Protest demonstrations were also organised outside Starbucks outlets in several cities.
Amid mounting criticism, Starbucks Korea cancelled the promotion within hours of its launch. The company’s CEO, Son Jeong-hyun, was dismissed the same day. In an apology issued before his removal, the executive admitted the campaign had caused pain and pledged stronger internal education regarding historical awareness and ethics.
The controversy soon escalated beyond the corporate sector and entered political discourse. South Korean government ministries reportedly decided to stop distributing Starbucks products at official events. Politicians and civic groups accused the company of trivialising democratic struggles and disrespecting victims of state violence. Shinsegae Group, the South Korean retail conglomerate operating Starbucks under licence, also came under intense scrutiny. Its chairman, Chung Yong-jin, issued multiple public apologies, including one televised nationally, acknowledging the seriousness of the incident.
According to market data cited in reports, Starbucks Korea experienced a sharp decline in sales following the controversy. Card payment volumes reportedly fell significantly within days of the campaign launch, underlining the scale of public anger. South Korea remains Starbucks’ third-largest global market, with more than 2,100 stores operating nationwide.
Reports further stated that the controversial slogan had been generated after marketing teams consulted an artificial intelligence tool for campaign ideas. Shinsegae Group later admitted that some managers involved in approving the campaign had failed to properly review the promotional material before its release.
The incident has since become one of the biggest corporate public relations crises in South Korea in recent years, sparking a wider debate about historical sensitivity, corporate accountability and the risks of careless marketing in politically sensitive societies.
