Starbucks struggles to quell outrage over ‘Tank Day’ ad campaign that evoked massacre in South Korea
Starbucks is facing significant backlash in South Korea over a marketing campaign perceived as mocking the pro-democracy movement. The campaign, which coincided with the anniversary of a historical massacre, has led to public protests and calls for boycotts. The company's leadership has issued multiple apologies and is currently investigating the incident.
- ▪Starbucks planned to launch a drink tumbler called a 'tank' on May 18, the anniversary of a 1980 military crackdown in Gwangju.
- ▪The campaign's slogan, 'Thwack it on the table,' evoked memories of a controversial police statement regarding a student activist's death.
- ▪Starbucks Korea's CEO was fired, and the chairman publicly apologized, bowing three times during a televised statement.
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AsiaStarbucks struggles to quell outrage over ‘Tank Day’ ad campaign that evoked massacre in South KoreaThe coffee chain drew backlash with a marketing campaign for a drink tumbler that is widely perceived as mocking those who died for South Korea’s pro-democracy movement.Listen to this article with a free account00:0000:00Add NBC News to GoogleStarbucks faces backlash in South Korea over ‘Tank Day’ campaign00:54Get more newsLiveonShareAdd NBC News to GoogleMay 26, 2026, 6:56 AM EDTBy Stella Kim and Jennifer JettSEOUL, South Korea — The head of Starbucks in South Korea apologized again Tuesday as the company faces sustained public backlash against a marketing campaign widely perceived as mocking those who died for the country’s pro-democracy movement.
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