South Korean police have raided the national headquarters of Starbucks following accusations of defamation over a controversial 'Tank Day' marketing campaign.
In May, Starbucks Korea introduced a tumbler promotion titled ‘Tank Day’ to commemorate the anniversary of the 1980 Gwangju Uprising, a day marked by the loss of many civilians to military forces. The word ‘tank’ evoked images of the tanks that crushed pro-democracy protesters, sparking widespread outrage.
Consumers launched a mass boycott, and civic groups filed a criminal complaint, demanding that the police investigate the company for defaming survivors of the dictatorship era. The promotion’s text also featured the phrase “tak on the table!”, which resonated with a controversial 1987 police statement referring to a dead student activist. This added fuel to the backlash.
Shinsegae, the operator of Starbucks in Korea, conducted an internal review and admitted that the mistake was unintentional. The leadership team had failed to flag historical sensitivities, and the upper management missed the oversight.
Following the controversy, Starbucks stores nationwide closed for half a day in June to allow staff to attend history lessons, and the company publicly apologized for the “inappropriate marketing.” The incident has caused a sharp sales decline in a market that had once been a bread‑winner for the brand.
In the wake of the backlash, Starbucks’ chief executive was dismissed. The police raid on the headquarters signals a rare intervention by authorities amid a corporate scandal, and it highlights the lasting impact of the Gwangju Uprising on contemporary South Korean society.
