South Korea Investigates Starbucks Campaign for Controversial Marketing

In Seoul, South Korea, the local police conducted a raid on the headquarters of Starbucks as part of an investigation into a controversial marketing campaign perceived as defaming the pro-democracy movements of the 1980s.

Officers searched the Starbucks headquarters in southern Seoul on Tuesday, police reported on Wednesday. Although the police did not provide further details, South Korean media indicated that investigators were sent to the homes of Starbucks executives.

The coffeehouse chain faced public outrage for attempting to promote a series of stainless steel tumblers labeled as “SS Tank” by declaring May 18 as “Tank Day.” This date is significant as it marks the anniversary of a 1980 pro-democracy uprising in Gwangju, which was harshly suppressed by South Korean rulers, with military backing. The marketing campaign included the slogan “Hit it on the table!” interpreted by many as referencing a notorious 1987 police statement that attempted to cover up the torture-related death of student activist Park Jong-chol, falsely claiming he died after investigators delivered “a dry blow to the desk.”

The public backlash led Shinsegae Group, holding a 67.5% stake in Starbucks Korea, to abort the campaign within hours. The company also dismissed the CEO of Starbucks Korea. Shinsegae’s president, Chung Yong-jin, later issued a televised apology. On June 22, Starbucks Korea closed all its stores early for mandatory training on history and social sensitivity.

The police investigation began after complaints from relatives of the victims of the Gwangju suppression, which official records report resulted in approximately 200 deaths. South Korea achieved true democracy in 1987 when then-authoritarian President Chun Doo-hwan, who led the Gwangju crackdown, was compelled to accept a constitutional revision leading to direct presidential elections, prompted by massive pro-democracy protests.

This story was translated from English by an AP editor with the assistance of a generative artificial intelligence tool.