Starbucks Korea Faces Investigation Over Controversial Marketing Campaign

The South Korean police have launched an investigation into Starbucks Korea following a controversial marketing campaign that critics argue defamed pro-democracy movements from the 1980s.

On Tuesday, investigators searched Starbucks Korea’s headquarters located in southern Seoul. According to police reports issued on Wednesday, authorities also searched the homes of some Starbucks executives. Details regarding the searches remain sparse, but South Korean media indicate that the investigation is ongoing.

The controversy arose after Starbucks attempted to promote a range of stainless steel insulated mugs labeled as “SS Tank,” coinciding with May 18—a date remembered as “Tank Day.” This date marks the anniversary of a pro-democracy uprising in 1980 in Gwangju, a southern city in South Korea, where the movement was violently crushed by the ruling authorities at the time, supported by military forces.

The marketing campaign included the slogan “Hit it on the table!” interpreted by many as reminiscent of a 1987 police statement, which attempted to cover up the torture-induced death of student activist Park Jong-chol. Authorities falsely claimed that Park’s death occurred after investigators “hit the table with a dry stroke,” leading to public outrage.

In response to the backlash, Shinsegae Group—which holds a 67.5% ownership stake in Starbucks Korea—swiftly canceled the campaign within hours. The company also terminated the incumbent CEO of Starbucks Korea. Subsequently, Shinsegae’s president, Chung Yong-jin, issued a televised apology.

Furthermore, on June 22, Starbucks Korea closed all its stores nationwide to conduct mandatory training sessions focused on historical awareness and social sensitivity.

The police investigation began after complaints from the families of victims of the Gwangju crackdown, which, according to official records, resulted in approximately 200 deaths. South Korea transitioned to a genuine democracy in 1987, when authoritarian President Chun Doo-hwan—who led the suppression in Gwangju—was compelled to agree to constitutional revisions. These revisions introduced direct presidential elections, sparked by massive pro-democracy demonstrations across the country.