Starbucks Korea raided by police after ‘Tank Day’ campaign sparks public outrage

South Korean police raided the Seoul headquarters of Starbucks Korea and reportedly the homes of its executives as part of an investigation into a marketing campaign. The campaign, which launched stainless-steel tumblers called "SS Tank" and declared May 18th "Tank Day," sparked public outrage. May 18th is the anniversary of the 1980 Gwangju uprising, a pro-democracy movement brutally suppressed by the military-backed government. Critics interpreted the campaign's slogan "Thwack it on the table!" as a reference to a false police claim about the death of student activist Park Jong-chul, who died by torture. The backlash led to the promotion's cancellation, the dismissal of Starbucks Korea's CEO, and an apology from Shinsegae Group, which has a majority stake. The police investigation was initiated following complaints from victims' relatives of the Gwangju crackdown.

South Korean police raided the Seoul headquarters of Starbucks' local operation as part of an investigation into a marketing campaign perceived as defaming pro-democracy movements. The campaign promoted "SS Tank" tumblers and declared May 18 "Tank Day," coinciding with the anniversary of a brutal 1980 pro-democracy uprising in Gwangju. The slogan "Thwack it on the table!" also drew criticism for its alleged reference to a police cover-up of a student activist's torture death. The public outcry led to the campaign's cancellation, the firing of Starbucks Korea's CEO, and an apology from Shinsegae Group, which holds a majority stake. Starbucks Korea also conducted mandatory history and social sensitivity training for its staff. The police investigation was initiated following complaints from victims' relatives.

South Korean police raided the national headquarters of Starbucks Korea over defamation claims stemming from a controversial marketing campaign. In May, Starbucks Korea launched a "Tank Day" promotion on the anniversary of the 1980 Gwangju Uprising, a period of deadly military suppression. Many interpreted "Tank Day" as a reference to military vehicles used against protesters, leading to a boycott. Civic groups filed a criminal complaint, alleging defamation of victims. Shinsegae Group, which operates Starbucks in Korea, stated the campaign was an unintentional mistake by a team that did not connect it to the historical event, and that upper management also failed to notice the connection. The controversy resulted in a significant decline in Starbucks sales in South Korea.