Starbucks’ Korean sales fall after backlash to ‘Tank Day’ ad campaign

Starbucks Korea has experienced a significant decline in sales following a marketing campaign that evoked a brutal 1980 military crackdown on pro-democracy protesters. The campaign, dubbed "Tank Day," was launched on the anniversary of the May 18 Gwangju Uprising, a period when tanks were used to suppress demonstrations. Shinsegae Group, the local operator of Starbucks, has faced public criticism for the campaign. Shinsegae Group chairman Chung Yong-jin issued a public apology, taking full responsibility and asking that anger not be directed at Starbucks employees. The head of Starbucks Korea was fired last week, and Starbucks Global also apologized and launched an investigation. A Shinsegae official confirmed the sharp drop in sales since the controversy began.

Shinsegae Group chairman Chung Yong-jin issued a personal apology for Starbucks Korea's "Tank Day" marketing event, which critics argued inappropriately referenced South Korea's 1980s pro-democracy movement. The promotion, launched on May 18, the anniversary of the Gwangju Democratic Uprising, used language that evoked the military crackdown and torture incidents of that era. Chung accepted full responsibility, stating, "All responsibility for this matter lies with me." Previously, Starbucks Korea CEO Sohn Jeong-hyun was dismissed, a move that further angered the public. The controversy has also been linked to past Starbucks Korea marketing that coincided with the Sewol ferry tragedy. Shinsegae is investigating whether employees intended to mock the pro-democracy movement.