South Korean police have searched Starbucks Korea’s headquarters as part of an investigation into a marketing campaign that critics say insulted victims of the 1980 Gwangju Uprising, a tragedy that remains deeply sensitive in the country.
South Korean police have raided the headquarters of Starbucks Korea as they investigate complaints linked to the company’s controversial “Tank Day” promotion, which sparked nationwide outrage earlier this year.
The campaign, launched in May, promoted a coffee tumbler under the name “Tank Day” on the anniversary of the 1980 Gwangju Uprising, when hundreds of pro-democracy protesters were killed during a military crackdown under dictator Chun Doo-hwan.
Many South Koreans said the campaign appeared to reference the military vehicles used during the uprising, triggering calls for a nationwide boycott. Civic groups later filed criminal complaints accusing the company of defaming the victims of one of the country’s darkest chapters.
Starbucks Korea, operated by Shinsegae Group, insisted the campaign was never intended to reference the Gwangju tragedy.
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Following an internal investigation, the company said the marketing team had failed to recognise the historical significance of the date, while senior management also overlooked the issue before the campaign was approved.
The company apologised for what it described as “inappropriate marketing” and admitted the controversy had caused a sharp decline in sales in one of Starbucks’ biggest international markets. It also dismissed its chief executive in the wake of the backlash.
In an effort to rebuild public trust, Starbucks temporarily closed all of its stores across South Korea for half a day in June so employees could attend history education sessions.
The controversy deepened after promotional materials included the phrase “tak on the table!”, which many linked to a notorious police statement made in 1987 following the death of a student activist in custody.
President Lee Jae Myung strongly condemned the campaign, saying it “insults the victims and the bloody struggle” of the people of Gwangju.
The issue quickly became politicised during local election campaigns. While the government announced an official boycott of Starbucks, opposition politicians accused it of overreacting. Since then, Starbucks cups have become an unlikely political symbol, appearing at conservative rallies and among critics of the Lee administration.
