Starbucks’ Korean sales fall after backlash to ‘Tank Day’ ad campaign | Protests
Starbucks Korea Sales Plummet Following Controversial Campaign
By Reuters and The Associated Press
Published May 26, 2026
Starbucks Korea has reported a significant decline in sales following a marketing campaign that evoked memories of a tragic military crackdown on pro-democracy protesters in 1980, according to local operators.
The campaign, dubbed “Tank Day,” was launched by Shinsegae Group, the parent company of Starbucks Korea, on the anniversary of the May 18 Gwangju Uprising. This uprising was marked by the military’s deployment of troops and tanks to suppress pro-democracy demonstrations, an event that has left a lasting impact on South Korean society.
In a press conference on Tuesday, Shinsegae Group Chairman Chung Yong-jin issued a public apology and urged the public not to direct their anger at Starbucks employees. “I take it very seriously that many people felt deep pain and anger because of Starbucks Korea’s inappropriate marketing campaign,” Chung stated. “I will take all responsibility for the incident.”
Chung’s first apology came on May 19, when he acknowledged that the campaign had caused “deep pain to the victims and bereaved families of the May 18 Democratization Movement, as well as to the public.”
In the wake of the backlash, Shinsegae terminated the head of Starbucks Korea and initiated an internal review. Starbucks Global also issued an apology and announced an investigation into the matter. A company official indicated that sales had dropped significantly since the controversy began, stating, “While sales are not our main concern at the moment, we have seen a very significant drop.”
During the press conference, Jeon Sangjin, a senior executive at Shinsegae Group, mentioned that no conclusive evidence had yet emerged to suggest marketing employees had intended to mock the pro-democracy movement, though accusations have circulated. He noted that some employees had declined management’s request to submit their smartphones during a week-long internal review.
Jeon also stated that the company would await the results of a police inquiry and suggested that any employee found to have intended to ridicule the protesters would be dismissed.
The controversy has led to public calls for boycotts of Starbucks, spurred by remarks from government officials, including Interior and Safety Minister Yoon Ho-jung, who announced that Starbucks products would no longer be used at government events, describing the campaign as “anti-historical behavior.” President Lee Jae Myung also condemned the campaign on social media, calling it “inhumane and disgraceful.”
The Gwangju Uprising remains a dark chapter in South Korea’s history, with hundreds estimated to have died or gone missing during the military’s crackdown. As investigations continue, details surrounding the order to open fire remain uncertain.
