Starbucks Korea Faces Continued Backlash Following ‘Tank Day’ Controversy
Starbucks Korea remains embroiled in a significant public relations crisis following a promotional event that sparked widespread accusations of insensitivity toward the 5·18 Gwangju Democratization Movement. Despite apologies from leadership, the situation has triggered a persistent boycott, drawing public attention to the intersection of corporate branding and social sentiment.
The Origins of the ‘Tank Day’ Controversy
The controversy began on May 15, 2026, when Starbucks Korea hosted a tumbler promotion colloquially referred to by some observers as “Tank Day.” Shortly after the event, internet users raised concerns that the timing and nature of the promotion appeared to trivialize the 5·18 Gwangju Democratization Movement, a pivotal moment in South Korean history.
In response to the growing public outcry, Shinsegae Group Chairman Chung Yong-jin took decisive action. He announced the removal of Son Jung-hyun, the CEO of Starbucks Korea, along with the personnel responsible for the promotion. Chairman Chung issued a formal public apology, stating, “We have caused deep wounds to the spirits of the 5·18 victims, their bereaved families and the citizens. On behalf of the group, I bow my head in apology.”
Public Reaction and Boycott Efforts
Despite the leadership changes and apologies, the backlash has continued to manifest in various ways across digital platforms. Reports have emerged of some delivery workers participating in a “boycott,” refusing to fulfill orders from the coffee chain. The movement has seen significant traction on social media, where users continue to express their dissatisfaction with the brand.
Celebrity Engagement and Social Media Discourse
The controversy has also become a focal point for public commentary, with notable figures weighing in on the brand’s standing. Actor Choi Jun-yong recently utilized his Instagram account to share his continued patronage of the coffee chain. In a post dated May 24, 2026, Choi shared a video of a delivered order, noting that he had received a thank-you note from the delivery personnel, effectively countering the narrative of a universal delivery boycott.
Choi had previously expressed his support for the brand on May 19, 2026, posting an image of himself drinking coffee and using hashtags associated with the term “myul-gong” (meaning “destroy communism”), a term previously used by Chairman Chung in his own social media communications.
Moving Forward
As the boycott persists, the company is preparing for further accountability. Chairman Chung is scheduled to deliver a second, more detailed public apology on May 26, 2026, at the Josun Palace Hotel in Seoul. During this address, the company is expected to disclose the findings of its internal investigation into the circumstances that led to the controversial promotion.
Key Takeaways
- Event Trigger: A May 15 tumbler promotion led to allegations of disparaging the 5·18 Gwangju Democratization Movement.
- Corporate Response: Chairman Chung Yong-jin dismissed the CEO of Starbucks Korea and authorized a formal apology.
- Ongoing Fallout: Despite executive changes, the brand faces ongoing public boycott efforts.
- Public Sentiment: The controversy has sparked polarized reactions on social media, with some public figures publicly maintaining their loyalty to the brand.
The situation remains a developing story as stakeholders await the results of the company’s internal inquiry and the subsequent steps intended to address the grievances of the public.