Starbucks Korea raided following controversial 'Tank Day' campaign

South Korean police have reportedly raided the headquarters of Starbucks Korea as law enforcement launches an investigation into the company’s controversial "Tank Day" marketing campaign, which sparked intense national outrage.

According to BBC, The raid comes after Shinsegae Group, the retail conglomerate that licenses and manages the US coffee chain’s local joint venture, sacked Starbucks Korea head Sohn Jeong-hyun in May over the "inappropriate marketing" effort.

The controversy began when Starbucks Korea unveiled a promotion for its "Tank" line of tumblers, featuring the tagline: "Put it on the table with a sound of 'Tak!'". The campaign triggered immediate public backlash, as its launch coincided with the anniversary of the 1980 Gwangju Uprising - a pivotal pro-democracy movement during which military forces killed hundreds of civilians.

Critics also noted that the term "tak" carried painful historical resonance. It echoed a notorious 1987 police cover-up regarding the death of activist student Bak Jong-cheol, who died under police torture. At the time, authorities falsely claimed the student died of sudden cardiac arrest when an investigator slammed a desk, making a "tak" sound.

Following an internal investigation, Shinsegae Group concluded that while the historical connections were unintentional, both the planning team and upper management failed to recognise the insensitivity. The conglomerate issued a formal apology, acknowledging that the controversy caused a severe decline in sales across South Korea—one of Starbucks’ largest global markets.

The blunder drew sharp political condemnation, with South Korean President Lee Jae-myung expressing his outrage on X (formerly Twitter) and demanding a public apology to the victims' families. Lee stated the campaign "insults the victims and the bloody struggle" of Gwangju citizens, calling the promotion the act of a "degenerate peddler."

In response to the escalating crisis, Starbucks Korea published an official apology on its website, while Shinsegae Group Chairman Chung Yong-jin issued a personal statement.

"I deeply bow in apology as the representative of the group," Chung said, noting that the marketing had "deeply hurt the public, the bereaved families, and the victims of the May 18 demonstration."

Meanwhile, Starbucks Global also issued an official statement, expressing remorse and promising systemic changes across its global operations.

"We sincerely apologise to the people of Gwangju, to those impacted by this tragedy, and to our customers and communities," a spokesperson for Starbucks Global said. "Leadership accountability actions have been taken, and a thorough investigation is underway. We are implementing stronger internal controls, review standards, and company-wide training to ensure this does not happen again."

MARKETING-INTERACTIVE has reached out to Starbucks for a statement. 

Related articles:

Starbucks Korea announces sustainability and community plans
Starbucks ‘mobile order & pay’ service goes live in Hong Kong