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Photo courtesy of Yonhap News |
[Alpha Biz= Kim Jisun] Starbucks Korea has decided to postpone its major summer marketing campaigns in the wake of backlash over its recent “Tank Day” promotion tied to the May 18 pro-democracy commemoration.
The company announced internally on May 20 that it will delay its upcoming “Summer Promotion” and flagship “Summer e-Frequency” event, which were originally scheduled to begin next week.
In a notice to employees, Starbucks said it is “postponing and canceling events with a deep sense of responsibility and reflection.”
The summer promotion is one of Starbucks Korea’s most important seasonal campaigns, typically featuring iced beverages, food items, and limited-edition merchandise. The e-Frequency event, in particular, is a signature promotion held twice a year, where customers collect stamps through beverage purchases to redeem exclusive items—often selling out quickly.
In addition, Starbucks has canceled its planned booth at the “Seoul Jazz Festival” scheduled for May 22–24.
Products at the center of the controversy, including the “tank tumbler,” were removed from store displays on the same day the issue surfaced.
The move comes as the company faces intensifying public criticism over the campaign’s perceived insensitivity to the historical significance of the May 18 Gwangju Democratic Uprising, prompting swift internal and external corrective actions.
Alphabiz Reporter Kim Jisun(stockmk2020@alphabiz.co.kr)
