The South Korean government is reviewing whether to cancel a Prime Minister’s award previously granted to Starbucks Korea [1].
The move follows intense public backlash over a promotional campaign that coincided with a sensitive date in the nation's democratic history. The potential revocation of the award signals the government's response to widespread calls for a boycott and public anger over the company's perceived insensitivity.
The controversy stems from a tumbler promotion launched on May 18, 2024 [1]. That date marks the anniversary of the 5·18 Democracy Movement, a pivotal event in South Korea's struggle for democratization. The promotion used phrases such as “Tank Day” and “Desk at a thump!” which critics said were inappropriate and offensive given the historical context of the movement [1].
Starbucks Korea had received the Prime Minister’s commendation in November 2023 [1]. The Ministry of SMEs and Startups is now conducting an internal review to determine if the company's actions warrant the removal of this honor [1].
Internal government discussions regarding the cancellation began on May 18, 2024 [2]. The review process is focusing on whether the company's promotional language violated the standards expected of a recipient of a national commendation [1].
“The South Korean government is reviewing whether to cancel a Prime Minister’s award previously granted to Starbucks Korea.”
This situation highlights the high level of corporate social responsibility expected in South Korea, particularly regarding national trauma and democratic milestones. The 5·18 Democracy Movement remains a deeply emotive subject; by linking a commercial promotion to imagery or language reminiscent of military intervention, Starbucks Korea risked alienating a significant portion of its consumer base and inviting state-level sanctions.
