South Korea · Reuters · Nation Thailand
Starbucks Korea learns costly lesson from Tank Day backlash
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Starbucks Korea will close all of its stores early on June 22 for mandatory history and social-sensitivity training, after a marketing campaign was widely criticised for touching one of the most painful chapters in South Korea’s modern history.
Key facts
- The move follows weeks of public anger over a “Tank Day”
- The company operates more than 2,000 outlets in South Korea
- campaign on May 18 carried a painful historical echo because of the Gwangju uprising, a defining event in the country’s struggle for democracy.
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Summary
The move follows weeks of public anger over a “Tank Day” promotion for Starbucks tumblers, launched on May 18 — the anniversary of the 1980 Gwangju pro-democracy uprising, when demonstrators were violently suppressed under military rule.
The campaign drew immediate backlash from the public, victims’ groups and political figures, with critics saying the wording and timing showed a serious lack of historical awareness.