Starbucks Korea “Tank Day” tumbler promotion caused massive backlash.
The campaign promoted their new “Tank Series” (탱크 시리즈) stainless steel tumblers, described as having a “spacious volume” for bigger drinks. It launched on May 18 (the anniversary of the 1980 Gwangju Uprising, where military tanks were used in the crackdown), with the English phrase “Tank Day” and Korean slogans like “집중이 필요한 바로 그 순간!” (“The perfect moment when you need focus!”) and references to “thwack/tak on the table.”
Key visuals from the promo:
- Sleek, large-capacity tumblers in colors like pink, mint, black, and gradient finishes, often shown on display stands.
- Marketing heavily emphasized the “Tank” name and size, which many saw as insensitive given the historical context of tanks in Gwangju.
The promotion was quickly pulled, leading to protests (including smashing merchandise), the CEO’s firing, and the upcoming nationwide staff training.
Starbucks Korea will close all 2,000+ stores early on June 22 for mandatory staff lectures on the 1980 Gwangju Uprising following backlash over a “Tank Day” tumbler promotion.
The simultaneous nationwide closure is projected to cost around $1.4 million in lost revenue as part of sensitivity training by operator Shinsegae Group.
It was intended as a simple product push for reusable drinkware, but the timing and wording turned it into a major cultural controversy.
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