South Korean police raided the headquarters of Starbucks Korea in southern Seoul on Tuesday, according to police statements released Wednesday, following a controversial marketing campaign that trivialized the country’s 1980s pro-democracy movement. Investigators also searched the homes of Starbucks Korea executives, local media reported, after the coffee chain released stainless-steel reusable tumblers named “SS Tank” and declared May 18 “Tank Day.”
Corporate Backlash and Leadership Fallout
The campaign sparked immediate public outcry because the date marks the anniversary of the 1980 Gwangju uprising. During the historic event, pro-democracy demonstrators faced brutal suppression by South Korea’s military-backed government at the time. Official records state that about 200 people were killed during the crackdown.
The severe public backlash forced Shinsegae Group, which owns a 67.5% stake in Starbucks Korea, to cancel the promotion within hours of its launch. The retail conglomerate also dismissed the company’s chief executive. Shinsegae chair Chung Yong-jin subsequently issued a televised apology to address the incident.
Did you know? South Korea’s transition to democracy gained momentum in 1987, when the authoritarian president Chun Doo-hwan accepted constitutional reforms for direct presidential elections following months of nationwide protests. Chun’s government had overseen the original Gwangju crackdown in 1980.
Nationwide Training and Legal Fallout
To address the cultural misstep internally, Starbucks Korea closed all of its stores nationwide on June 22. The company used the shutdown to conduct mandatory training in history and social awareness for its employees.
The police investigation was launched after complaints from relatives of victims of the Gwangju crackdown.
Frequently Asked Questions
Why was Starbucks Korea raided by police?
Police searched the Starbucks Korea headquarters in Seoul following complaints from relatives of Gwangju uprising victims over a marketing campaign that used military tank imagery on the anniversary of the 1980 crackdown.
What was the “SS Tank” campaign?
Starbucks Korea introduced a line of stainless-steel reusable tumblers called “SS Tank” and designated May 18 as “Tank Day,” directly coinciding with the anniversary of the Gwangju pro-democracy uprising.
How did Starbucks and its parent company respond?
Shinsegae Group canceled the promotion within hours, dismissed the Starbucks Korea CEO, issued a televised apology through its chair Chung Yong-jin, and closed all stores nationwide on June 22 for mandatory history and social awareness training.
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