On May 18, 2026, Starbucks Korea launched a promotional event for tank-themed coffee cups, naming the day "Tank Day." The campaign emphasized larger cup sizes, encouraging customers to order bigger coffees. Within hours, the promotion was canceled, and CEO Son Jeong-hyun was dismissed.
Date and Slogan Evoke Historical Associations
May 18 is the anniversary of the Gwangju Uprising in South Korea. In May 1980, the military suppressed democratic protests in Gwangju, with victims' groups claiming hundreds died. By setting the promotion on this date and naming the cups "Tank," Starbucks directly touched a sensitive historical nerve.
The campaign slogan "Banging on the table" also drew opposition. In the 1987 torture-death case of student activist Park Jong-chul, authorities initially claimed the cause of death was a police officer "banging on the table" forcefully—a statement later proven to be a cover-up.
Public Reaction Quickly Escalated
After the promotion launched, videos surfaced on social media showing people smashing Starbucks cups. Protests were held on the streets of Seoul, with crowds gathering outside Starbucks stores and boycotting purchases. Some customers deleted their app accounts and withdrew prepaid balances.
Corporate Response and Aftermath
Starbucks Korea canceled the promotion within hours of its launch. After Son Jeong-hyun was fired, the new management faced a nationwide brand trust crisis. The incident even reached the presidential office, sparking political discussions.
Victims' groups and protesters demanded stricter marketing reviews. In a subsequent statement, Starbucks Korea acknowledged a lack of sensitivity toward the historical date.
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