How a Starbucks marketing stunt spiralled into mass boycotts in South Korea
Summary
Starbucks Korea launched a marketing campaign called “Tank Day” which upset many people because it coincided with the anniversary of a 1980 massacre in Gwangju, South Korea. The company quickly canceled the promotion, fired its CEO, and the parent company’s chairman apologized publicly, but many customers still boycotted Starbucks and destroyed its products.Key Facts
- Starbucks Korea launched a promotion on May 18 called “Tank Day” for a new coffee tumbler named “Tank.”
- May 18 is the anniversary of a 1980 massacre where government forces killed pro-democracy protesters in Gwangju.
- The campaign’s slogan “thwack on the desk” reminded people of a police excuse during a 1987 torture death, causing further anger.
- The campaign was canceled and the Starbucks Korea CEO was fired the same day the promotion started.
- The billionaire chairman of Starbucks Korea’s parent company apologized publicly and promised better historical awareness training.
- Despite the apology, many customers boycotted Starbucks by smashing mugs, deleting apps, and cashing out prepaid cards worth around $260 million.
- Starbucks card payments in South Korea dropped 26% within a week of the controversy.
- Some public figures, like actor Jung Min-chan, also faced backlash for being associated with Starbucks during the boycott.
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