Starbucks South Korea Shuts 2,000 Stores After Marketing Campaign Sparks Outrage

VoM News Desk | June 17, 2026 | 09:16 PM IST | Breaking News, World |
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Starbucks South Korea Shuts 2,000 Stores After Marketing Campaign Sparks Outrage

Seoul, June 17, 2026 [VoM News]: : Following a controversial marketing campaign that triggered widespread public backlash, Starbucks South Korea will temporarily close all of its nearly 2,000 outlets on June 22 to conduct mandatory employee training on social awareness and modern Korean history. Of

Earlier, Starbucks Korea promoted a new tumbler campaign on May 18 under the title “Tank Day,” a date that coincides with the anniversary of the 1980 Gwangju Uprising, one of South Korea’s most painful historical events in which hundreds of pro-democracy protesters were killed during a military crackdown leading to massive controversy.

Public anger intensified after the campaign also used the phrase “thwack on the desk,” a slogan associated with the 1987 death of student activist Park Jong-chul, whose torture and subsequent cover-up became a catalyst for South Korea’s democracy movement.

The phrase had reportedly been suggested through an AI-assisted marketing process.

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The campaign drew sharp criticism from the public, rights groups and government institutions, leading to consumer boycotts and reputational damage for the company. In response, Starbucks Korea removed the promotion and announced corrective measures, including extensive staff training. The backlash also resulted in the departure of Starbucks Korea CEO Son Jung-hyun.

The temporary closure is expected to cost the company billions of won in lost sales but is being viewed as an effort to rebuild public trust and improve cultural awareness within the organisation.

The incident has reignited debate over the risks of insensitive marketing campaigns and the limitations of artificial intelligence in understanding historical and social contexts. Analysts say the controversy highlights the importance of human oversight and cultural sensitivity, particularly for global brands operating in diverse markets.

The episode serves as a reminder that marketing strategies, despite technological assistance, must be carefully evaluated to avoid offending public sentiment and damaging corporate credibility.

VoM News Desk

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