[26.03.12] Dookki Taiwan Faces Backlash Over Marketing Referencing WBC Game Result

Dookki Taiwan Faces Backlash Over “Anti-Korean Marketing” Using Baseball Result

📍Korean franchise apologizes after promotional post referencing WBC score sparks controversy

Korean tteokbokki franchise Dookki has apologized after its Taiwan branch faced criticism for promotional content that appeared to mock South Korea’s national baseball team.

🔹 Controversy begins with SNS promotion
The controversy started with a promotional post uploaded to Dookki Taiwan’s official social media account.

The post featured images of a man kneeling and holding a paper with phrases such as “We shouldn’t have manipulated the score” and “A mature person doesn’t blame tteokbokki.”

The promotion also advertised a two-person set meal priced at 540 Taiwan dollars.

🔹 Number “540” linked to WBC game result
Critics pointed out that the number “540” could reference the 4–5 result in a World Baseball Classic group-stage game between South Korea and Taiwan.

The phrase suggesting score manipulation further fueled criticism that the promotion mocked the Korean national team.

🔹 Meme image adds to controversy
The kneeling apology image used in the promotion is reportedly a meme often used in Taiwanese online communities to sarcastically mock others.

This led many observers to interpret the campaign as ridiculing Korea rather than simply promoting a discount event.

🔹 WBC scenario behind the tension
The controversy comes amid tensions surrounding the WBC group-stage games.

South Korea defeated Australia 7–2 at Tokyo Dome to secure a quarterfinal berth. However, Taiwan could have advanced if Korea had scored more runs in the game.

When Moon Bo-kyung struck out in the final inning, Taiwan’s elimination was confirmed.

Some Taiwanese fans subsequently accused Moon on social media of intentionally striking out.

🔹 Criticism from fans and overseas Koreans
Following the promotional post, criticism quickly spread among Korean fans and overseas Korean communities.

Many accused the brand of using national rivalry and hostility as a marketing strategy.

🔹 Company apologizes and removes post
Dookki’s headquarters issued an official apology.

The company stated that the campaign had been independently planned by the Taiwan partner and that it requested the post be deleted immediately after learning about the controversy.

🔹 Taiwan branch apologizes
Dookki Taiwan later removed the promotional post and issued its own apology.

The branch said it intended to engage with fans using the excitement surrounding baseball but acknowledged poor judgment in planning the campaign.

However, the promotional discount event itself will reportedly continue until the end of the month.

One-line summary : Dookki apologized after its Taiwan branch faced backlash for a promotional campaign referencing a WBC game result.