South Korea's Ministry of SMEs and Startups decided not to cancel a Prime Minister's award previously given to Starbucks Korea [1].
The decision follows a public backlash over promotional materials that appeared to mock the 5·18 democratization movement, a pivotal event in the country's history. The controversy centered on whether a corporate entity should retain a high-level government honor after causing significant social unrest.
Starbucks Korea received the Prime Minister's award in November 2023 [1]. However, the company later faced criticism for using specific phrases in a promotion timed with the anniversary of the May 18 movement [1]. The phrases in question included “tank day” and “on the desk!” [1].
Critics argued these terms were insensitive references to the military crackdown and the nature of the historic protests. The government reviewed whether the company's actions constituted enough social turmoil to justify stripping the honor [1].
Despite the review, the Ministry of SMEs and Startups concluded that the award should not be cancelled [1]. The ministry said that awards could potentially be revoked if a recipient caused social controversy, but determined that the specific circumstances in this case did not warrant that action [1].
The 5·18 democratization movement remains a sensitive subject in South Korean society, as it represents a struggle for democracy against military rule. The use of playful or commercial language associated with the event often leads to severe public condemnation and demands for corporate accountability.
“The government reviewed whether to cancel the Prime Minister’s award given to Starbucks Korea.”
The decision suggests a high threshold for the revocation of government honors in South Korea, even when a brand faces significant public backlash for cultural insensitivity. By maintaining the award, the ministry prioritizes the original criteria for the honor over the subsequent social controversy generated by the company's marketing mistakes.
