South Korean authorities have raided the headquarters of Starbucks Korea amid allegations that a marketing campaign defamed victims of the 1980 Gwangju Uprising. The campaign, launched in May, featured a coffee tumbler promotion called "Tank Day," coinciding with the anniversary of the uprising where hundreds were killed during a military crackdown on pro-democracy protesters.
The use of the term "tank" was widely perceived as insensitive, referencing the military vehicles deployed during the violent suppression. The promotion also included the phrase "tak on the table!" which echoed a controversial police statement from 1987 concerning the death of a student activist in custody. These elements sparked public outrage and a nationwide boycott movement.
Starbucks Korea, operated by Shinsegae Group, retracted the campaign and issued an apology, describing the incident as unintentional. An internal investigation found that the marketing team failed to recognize the historical significance, and upper management did not detect the issue before launch. In response, Starbucks closed its stores for half a day in June to provide staff with history lessons about the Gwangju Uprising.
The controversy severely impacted Starbucks' sales in South Korea, one of its largest markets, and resulted in the dismissal of the company’s chief executive. The incident drew criticism from South Korean President Lee Jae Myung, who condemned the campaign for insulting the victims and their struggle.
The scandal also became a political flashpoint during local elections, with government officials calling for a boycott of Starbucks, while opposition figures used the brand symbolically in protests against the government. Starbucks cups have since appeared in right-wing rallies as emblems of political dissent.
