[26.05.19] Starbucks ‘5.18 Tank Day’ Backlash Grows

Starbucks Korea Faces Growing Backlash Over ‘Tank Day’ Campaign

📍Despite the CEO’s dismissal, controversy over the company’s review system and owner-related risks continues as boycott campaigns spread online and foreign media spotlight the issue.

The controversy surrounding Starbucks Korea’s “5.18 Tank Day” marketing campaign continues to intensify even after the dismissal of the company’s CEO. Industry insiders argue that the incident cannot simply be dismissed as the mistake of a single employee, while boycott movements against Starbucks are spreading rapidly online. As criticism from political circles and civic groups grows, major foreign media outlets have also begun covering the controversy, placing Starbucks Korea’s historical awareness, internal review process, and owner-related risks under increasing scrutiny.

🔹 Internal Investigation Begins Following ‘Tank Day’ Controversy

According to the retail industry on May 19, Starbucks Korea has effectively removed some marketing staff members connected to the controversial “Tank Day” event from their duties and launched an internal investigation.

In an official apology, Starbucks Korea stated that it “failed to fully consider the historical significance of the May 18 Democratization Movement.”

The controversy began after Starbucks promoted and sold products such as the “Color Tank Tumbler Set” and “Tank Duo Set” through its mobile application on May 18 while branding the event as “Tank Day.”

Critics argued that using the word “tank” on the anniversary of the May 18 Gwangju Democratization Movement inevitably evoked memories of the armored military vehicles deployed during the violent suppression of civilians under the military regime.

The promotional phrase “Bang on the desk!” further intensified criticism. Many pointed out that the expression recalled the infamous police statement made after the 1987 torture death of democracy activist Park Jong-chul, when authorities claimed he “died after being hit on the desk.”

🔹 “Difficult to Blame Only One Person”… Review System Under Fire

Across the retail industry, many believe the incident cannot simply be reduced to an individual employee’s mistake.

Large franchise brands such as Starbucks generally require multiple layers of approval for seasonal marketing campaigns, including reviews by team leaders, brand departments, and operations divisions before nationwide release.

One retail industry official stated, “A junior employee may draft the wording, but a campaign cannot be publicly released nationwide without passing several review stages,” adding, “The fact that such sensitive expressions were not filtered out indicates a structural problem in the company’s review system.”

Another industry source commented, “This is fundamentally a failure of organizational risk management. If the company places all responsibility on one employee, the core issue could become obscured.”

Some industry insiders speculate that the original planner may have been a lower-level staff member, possibly at assistant manager rank. However, Starbucks Korea has not officially disclosed details regarding the personnel involved or their positions.

🔹 ‘Owner Risk’ Debate Continues Even After CEO Dismissal

As public outrage intensified, Shinsegae Group Vice Chairman Chung Yong-jin effectively removed Starbucks Korea CEO Son Jeong-hyun from his position.

Industry observers note that executives can be dismissed relatively quickly through contract termination, while disciplinary action against regular employees is far more complicated due to labor laws and internal personnel procedures.

Attorney Noh Jong-eon, head of the law firm Jonjae, explained, “Executives can be held accountable quickly through contract termination, but disciplinary measures against ordinary employees require procedures involving employment rules and personnel committees,” adding, “Because there was clearly a failure in the organization’s review process, it will be difficult to place all responsibility on a single employee.”

The controversy has also reignited criticism surrounding Chung Yong-jin’s past political remarks.

Chung previously drew controversy for posting anti-communist slogans on social media. Online users have since argued that “the current controversy overlaps with the image created by Chung’s past actions.”

On May 19, Shinsegae Group and Chung Yong-jin released a joint apology, stating, “We deeply hurt the spirits and bereaved families of the May 18 Democratization Movement as well as the Korean public. We sincerely bow our heads in apology on behalf of the group.”

🔹 Boycott Movement Spreads Across Social Media

Following the controversy, boycott campaigns against Starbucks have rapidly spread across social media platforms and online communities.

Users posted comments such as, “I’m embarrassed to carry a Starbucks tumbler now,” “I decided to go to local cafés instead of Starbucks,” and “Even giving Starbucks gift cards feels uncomfortable now.”

Some users went further by uploading photos of themselves throwing away or destroying Starbucks products.

One user posted a photo discarding Starbucks tumblers alongside the caption, “Never buying this again,” while another uploaded images of smashed Starbucks cups, writing, “I will never support a brand that insulted May 18.”

Posts sharing refund methods for Starbucks coupons and recommending alternative café brands have also circulated widely online.

🔹 BBC, Reuters, and The Guardian Cover the Controversy

Major international media outlets have also prominently covered the controversy.

British newspaper The Guardian reported that “the CEO of Starbucks Korea was dismissed after controversy over slogans recalling the bloody suppression of democracy protesters during South Korea’s dictatorship era.”

The newspaper added that the phrase “Tank Day” reminded many Koreans of the armored military vehicles used during the Gwangju crackdown and was criticized as a form of malicious mockery.

The BBC reported that the “Tank Day” campaign launched on the anniversary of the May 18 Democratization Movement triggered boycott campaigns and criticism from South Korea’s president.

Reuters also reported that the Starbucks Korea CEO was dismissed following public outrage over “a marketing campaign that evoked painful memories of the military suppression of democracy protesters,” noting that the phrase “Bang on the desk!” recalled the Park Jong-chul torture death case.

The controversy is increasingly being viewed not simply as a marketing failure, but as a broader example exposing issues surrounding corporate historical sensitivity, internal review systems, and owner-related risk management at major Korean conglomerates.

One-line summary : The controversy over Starbucks Korea’s “5.18 Tank Day” campaign has continued to expand through boycott movements and foreign media coverage, raising broader concerns about corporate review systems and owner-related risks.