Starbucks Korea Under Police Investigation Following “SS Tank” Marketing Scandal
SEOUL, South Korea – South Korean police have launched an investigation into Starbucks’ local operation, raiding its headquarters in Seoul following widespread public outrage over a controversial marketing campaign. The campaign, which included stainless-steel tumblers branded “SS Tank” and the designation of May 18 as “Tank Day,” was widely perceived as insensitively referencing the nation’s painful pro-democracy movements of the 1980s.
Headquarters Raided Amidst Growing Controversy
On Tuesday, investigators converged on the Starbucks headquarters in southern Seoul, with local media also reporting searches conducted at the residences of company executives. The probe was initiated after formal complaints were filed by relatives of the victims of the 1980 Gwangju pro-democracy uprising, underscoring the deep sensitivity surrounding these historical events in South Korea.
Two Key Blunders Fuel Public Backlash
The ill-fated marketing initiative specifically angered the public for two primary reasons.
- Historical Insensitivity: “Tank Day” coincided with May 18, the solemn anniversary of the Gwangju Democracy Movement. From May 18 to 27, 1980, citizens of Gwangju rose up against the authoritarian military government of General Chun Doo-hwan. This brutal crackdown, which official records indicate left approximately 200 people dead and countless more injured, is a pivotal and traumatic event in South Korea’s modern history, symbolizing the struggle for democratic freedom.
- Echoing a Dark Past: Secondly, the campaign’s slogan, “Thwack it on the table!,” inadvertently echoed a notorious and widely condemned police statement from 1987. This phrase was a direct reference to the fabricated explanation given by authorities to cover up the torture death of student activist Park Jong-chol. Park died in January 1987 from water torture during interrogation, and police infamously claimed he died after an interrogator “hit the desk with a thwack,” causing him to collapse. This blatant lie ignited massive public protests, becoming a crucial catalyst for the June Democracy Movement that ultimately forced the military government to concede to direct presidential elections, paving the way for South Korea’s genuine democratization.
Swift Action and Apology from Shinsegae Group
The intense public backlash prompted immediate and decisive action from Shinsegae Group, which holds a 67.5% stake in Starbucks Korea. Within hours of the controversy erupting, the campaign was swiftly cancelled, and the chief executive of Starbucks Korea was fired. Shinsegae Chairman Chung Yong-jin issued a televised apology to the nation, acknowledging the severity of the misstep. Furthermore, in an unprecedented move, Starbucks Korea temporarily closed all of its stores nationwide on June 22 to conduct mandatory history and social sensitivity training for its employees.
A Reminder for International Corporations
The ongoing police investigation highlights the enduring impact of South Korea’s pro-democracy struggles and the public’s vigilance against any perceived trivialization or defamation of these sacrifices. The incident serves as a stark reminder for international corporations operating in the country to exercise extreme caution and cultural awareness in their marketing endeavors.
