Police Raid Starbucks Korea's Headquarters After Disastrous Tank Day Campaign – CoffeeTalk

South Korean police conducted a raid on Starbucks’ national headquarters due to defamation allegations stemming from a controversial marketing campaign. In May, Starbucks Korea initiated a “Tank Day” promotion coinciding with the anniversary of the 1980 Gwangju Uprising, a tragic event where military forces allegedly killed hundreds of pro-democracy protesters. The promotion was interpreted by many as a reference to the military vehicles used during the uprising, which subsequently ignited a widespread boycott against the coffee chain.

In response to the backlash, Starbucks retracted the promotion, asserting that its connection to the historical event was unintentional. Civic groups filed a criminal complaint, urging police action for defaming the victims of the military dictatorship. The operator of Starbucks in Korea, Shinsegae Group, reported an internal investigation which concluded that the promotional team did not link the campaign to the Gwangju incident, and upper management overlooked the oversight as well.

To address public discontent, Starbucks stores temporarily closed in June to allow employees to participate in history lessons relevant to the Gwangju Uprising. The company’s management issued an apology for what they termed “inappropriate marketing,” acknowledging significant sales declines in South Korea—where the brand holds substantial market presence. Additionally, the controversy led to the dismissal of the Starbucks Korea CEO.

Many in South Korea view the Gwangju uprising as a day of national mourning and remembrance. The promotional material accompanying the tumbler featured the phrase “tak on the table!”, echoing the sound of an object being struck down. However, “tak” also recalls a controversial police statement from 1987 regarding the death of a student activist in custody.

President Lee Jae Myung openly criticized the campaign for insulting the victims and their struggle. The controversy unfolded amid local election season, sparking heated discussions between major political parties. While the internal ministry under Lee announced a government-level boycott of Starbucks, the opposition leader publicly displayed a Starbucks cup during a speech, accusing the government of excessive control. This act positioned Starbucks cups as a symbol of dissent against the Lee administration, appearing at right-wing rallies and in livestreams, highlighting the intersection of corporate marketing with political discourse in South Korea.

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