Starbucks Korea Faces Backlash Over Marketing Blunder

The head of Starbucks in South Korea issued another apology amid public backlash over a controversial marketing campaign. The company’s promotion was perceived as mocking the country’s pro-democracy movement.

Controversial Promotion

Starbucks, in South Korea since 1999, planned to launch a large drink tumbler called a “tank” on May 18, a date marking the 1980 crackdown by South Korea’s former military regime. On this day, hundreds of democratic activists in Gwangju were killed or injured by military forces using tanks and helicopters.

The campaign’s slogan, “Thwack it on the table,” echoed a 1987 police statement regarding the death of student activist Park Jong-chol. Police claimed he died suddenly after they hit a desk, rather than through torture, which many found offensive.

Official Apologies

Chung Yong-jin, chairman of the Shinsegae Group, which owns a majority stake in Starbucks Korea, publicly apologized. Bowing deeply, Chung expressed remorse and stated an ongoing investigation into the matter. He urged the public not to direct their anger at Starbucks employees.

This marked Chung’s second apology in two weeks. Public outrage persisted even after Starbucks Korea CEO Sohn Jeong-hyun was dismissed due to the “inappropriate” campaign.

Public and Political Response

Government officials have called for boycotts, with the interior minister pledging not to offer vouchers from companies that disregard South Korean history. At a protest in Gwangju, activists smashed Starbucks tumblers on the ground.

President Lee Jae Myung expressed his outrage at what he called “inhumane and disgraceful” behavior on social media. The controversy unfolds at a politically sensitive time as local elections approach.

Kim You Kyung, a communications professor, highlighted the timing as particularly poor, given Starbucks’ popularity in South Korea.

Investigation and Company Response

The Shinsegae Group stated that there was no evidence employees mocked the pro-democracy movement intentionally. But three marketing staff refused to surrender their phones during the investigation.

The company removed all five employees involved in the campaign and is cooperating with a police investigation initiated after complaints from victims’ families. They promised accountability for any involved employees.

The governing Democratic Party deemed Chung’s apology essential but inadequate, demanding transparency and continued investigation.

Conversely, the conservative People Power Party criticized the backlash as “consumer censorship,” noting a South Korean actor was let go after a social media post showing him at a Starbucks store.

Public Reaction

Kim, the professor, noted the controversy as a reminder for global brands to respect cultural and historical sensitivities. The incident served as a lesson for international brands on potential oversights in their approaches.

Kim Young Jin, a 24-year-old student, considered the company’s apology necessary but thought some reactions were exaggerated. He felt public sentiment bordered on a mob-like mentality.

Despite the uproar, Kim and his friends plan to continue visiting Starbucks for affordable and enjoyable products.

Stella Kim reported from Seoul, and Jennifer Jett from Hong Kong.