South Korean minister to shun Starbucks over 'ahistorical' marketing campaign
Quick Look
South Korean Interior Minister Yun Ho-jung will stop using Starbucks in government events after the coffee chain's "Tank Day" promotion on the anniversary of the 1980 Gwangju uprising sparked public backlash.
AI-generated summary
Why It Matters
Starbucks Korea launched an online promotion called 'Tank Day' with the phrase 'Put it on the table with a sound of 'Tak!'' on the anniversary of the 1980 Gwangju uprising. The campaign drew criticism as 'tank' evoked memories of the military's crackdown on protesters, and 'tak' reminded people of student activist Park Jong-chol, who died after torture in 1987. This has led to public backlash and an investigation.
SEOUL, May 21 (Yonhap) -- Interior Minister Yun Ho-jung on Thursday said he will rule out using the South Korean operator of Starbucks in future government events, after the coffee chain came under fire for an inappropriate marketing campaign associated with a bloody military crackdown on a pro-democracy movement in 1980.
Yun made the remarks in a post uploaded on X, formerly Twitter, saying he expresses "deep regret" over the recent "ahistorical" action by Starbucks Korea on the anniversary of the May 18 Gwangju uprising earlier this week.
Operated by Shinsegae affiliate E-Mart, Starbucks Korea faced public backlash after it launched an online "Tank Day" promotion, offering a discount event for "Tank" tumbler sets, along with a controversial phrase, "Put it on the table with a sound of 'Tak!'"
The campaign drew criticism as the word "tank" evoked memories of the military deploying tanks to clamp down on pro-democracy protesters, while "tak" reminded people of student activist Park Jong-chol, who died in 1987 after being tortured.
"Democracy was built on top of the sacrifice and devotion of many citizens," Yun wrote. "Treating that history lightly or exploiting it as commercial material is an issue that can by no means be taken lightly."
The interior minister also said his ministry will refrain from using goods made by a company that takes the history of democracy lightly, while asking the public for their support in the move.
Meanwhile, the Seoul Metropolitan Police Agency (SMPA) will investigate a case filed against Shinsegae Group Chairman Chung Yong-jin and Son Jung-hyun, former head of Starbucks Korea, over the marketing debacle.
On Wednesday, a civic group filed a complaint against the two figures over alleged insult and defamation stemming from the promotional event that revived painful memories of the bloody pro-democracy uprising.
The case, which had initially been filed at the Gangnam Police Station, was reallocated to the SMPA, raising expectations for a speedy investigation.
What to Watch
AI outlook — possibilities, not facts
Seoul Metropolitan Police Agency will likely conclude its investigation into Shinsegae Group Chairman Chung Yong-jin and former head of Starbucks Korea Son Jung-hyun.
Likely · Within weeks
Starbucks Korea may issue a formal apology and implement internal policy changes regarding marketing campaigns.
Likely · Within days
Other government ministries may follow the Interior Ministry's lead and refrain from using Starbucks products in future events.
Possible · Within weeks
Open Questions
- What specific disciplinary actions, if any, will be taken against Starbucks Korea?
- Will other government bodies follow the Interior Ministry's lead in boycotting Starbucks?
- What is the expected timeline for the police investigation?
- Will the controversy significantly impact Starbucks' overall business in South Korea?
