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Members of a civic group hold a press conference calling for the resignation of Chung Yong-jin and a boycott of Starbucks Korea in front of the company’s headquarters in Seoul on May 23. (Photo: Yonhap News Agency) |
[Alpha Biz= Ellie Kim] SEOUL, June 4 — The “Tank Day” controversy surrounding Starbucks in South Korea has extended beyond two weeks, with industry observers attributing its longevity partly to political debate during the recent election period.
The backlash stems from criticism that Starbucks Korea used inappropriate marketing linked to the May 18 Gwangju Democratic Uprising. Political figures have weighed in, with President Lee Jae-myung criticizing the company, while some ruling party members joined boycott calls. In contrast, opposition figures publicly visited Starbucks in a show of support.
The controversy has had a tangible impact on consumer behavior. According to industry data, Starbucks’ weekly transaction value fell to 23.7 billion won during the week of May 18–24, down 26.3% from the previous week.
Online, users have shared posts showing account deletions and refund requests for prepaid balances, signaling a growing boycott movement. However, some analysts expect the backlash to gradually ease now that the election period has ended.
Alphabiz Ellie Kim 인턴기자(press@alphabiz.co.kr)
