Following public outrage over a Starbucks Korea marketing campaign referencing the 1980 Gwangju military crackdown, South Korea's Ministry of the Interior criticizes the campaign and announces it will stop offering products from companies trivializing democratic history.
SEOUL — The South Korean Ministry of the Interior and Safety has declared it will cease distributing vouchers from companies whose actions are perceived as diminishing the country’s democratic legacy. This announcement comes amid a strong public reaction to Starbucks Korea’s recent “Tank Day” marketing campaign, which coincided with the anniversary of the May 18 Gwangju uprising — a historic event marked by a military assault on pro-democracy protesters in 1980.
Minister Yun Ho-jung expressed deep regret over Starbucks Korea’s campaign, referring to it as “anti-historical conduct,” and stated on X (formerly Twitter) that his ministry will no longer provide products from companies that make light of democratic history or exploit it for commercial gain.
The controversy led to the dismissal of Starbucks Korea’s CEO by its local licensee, Shinsegae Group, which described the campaign as inappropriate. Shinsegae’s chairman, Chung Yong-jin, issued a public apology acknowledging the pain caused to the families and victims connected to the Gwangju uprising.
The Ministry typically offers vouchers, such as coffee coupons, during public participation activities like surveys and contests. Minister Yun encouraged other organizations to follow the Ministry’s stance.
Additionally, the Ministry of Patriots and Veterans Affairs criticized Starbucks, pledging to monitor and prevent misinformation surrounding the uprising.
The Gwangju crackdown led to hundreds of deaths or disappearances, underlining the sensitivity of invoking this event commercially. The public protests, including people expressing dissent outside Starbucks stores, reflect ongoing tensions. The incident has also sparked boycott calls and police complaints, according to Seoul authorities.
Starbucks remains a market leader in South Korea’s food and beverage sector despite the current controversy.
Sources referenced:
- https://www.gmanetwork.com/news/topstories/world/988647/south-korean-ministry-to-shun-starbucks-vouchers-in-tank-day-campaign-backlash/story/
