Starbucks Korea is facing a nationwide boycott and a criminal investigation following a promotional campaign launched on May 18, 2024 [1].
The controversy centers on the company's "Tank Day" tumbler sale, which critics say trivializes a democratic movement that occurred on the same date 46 years ago [1]. In South Korea, the anniversary of such movements remains a deeply sensitive historical marker, and the timing of a commercial "Tank Day" event sparked immediate public outrage.
The backlash extended to public figures, including actor Chung Min-chan. After reporting his use of a Starbucks store, Chung stepped down from a musical production. "I think it is wrong to go to Starbucks at this time," Chung said [1].
Citizen groups have since filed complaints with authorities. The Seoul Metropolitan Police Agency said it intends to open a criminal investigation into former Starbucks Korea executives on charges of defamation [1].
Starbucks Korea issued a formal apology regarding the marketing decision. A spokesperson for Starbucks Korea said, "Starbucks Korea deeply reflects on the fact that this campaign was inappropriate and apologizes" [1].
The company's attempt to market a specific product using "Tank Day" branding coincided with a day of national remembrance. This overlap led to accusations that the company mocked a movement for democracy in favor of corporate profit, a sentiment that fueled the rapid growth of the boycott across the country [1].
“"I think it is wrong to go to Starbucks at this time,"”
This incident highlights the high risk for multinational corporations operating in South Korea when marketing campaigns intersect with historical trauma or national identity. The transition from a consumer boycott to a criminal defamation investigation suggests that the public perceives the 'Tank Day' branding not as a corporate oversight, but as a deliberate affront to the country's democratic history.
