What marketing promotion caused controversy for Starbucks Korea?

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Starbucks Korea’s “Tank Day” reusable cup promotion sparked controversy
Starbucks Korea faced backlash over a reusable cup promotion that was marketed as “Tank Day” on May 18. The promotion drew criticism because it coincided with the 46th anniversary of the Gwangju uprising, a 1980 crackdown in which tanks and troops were deployed and 165 civilians were killed, according to the official toll.
It was tied to the May 18 date and the Gwangju uprising anniversary
The reusable cup promotion took place on May 18, which also marked the 46th anniversary of the Gwangju uprising. The historical context of that day is central to why the campaign was widely described as callous.
The campaign name was used to sell large tumblers
Starbucks Korea branded the occasion “Tank Day” as part of its marketing push for its large tumblers. This framing was what drew public anger when paired with the Gwangju anniversary.
The backlash led to senior leadership changes and an apology
The controversy resulted in the dismissal of Starbucks Korea’s CEO. It also prompted a public apology from the chairman of Shinsegae Group, which operates the chain under license from Starbucks US headquarters.
Stores shut nationwide for staff training to address the fallout
To contain the backlash, Starbucks Korea shut more than 2,000 shops nationwide from 3pm local time for three hours of “historical and social awareness” training. Staff received full pay during the closure, and the sessions were described as focusing on historical and social awareness as well as a commitment to Starbucks mission and values.

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What marketing promotion caused controversy for Starbucks Korea?

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