Smashing mugs, a ‘Quit Starbucks’ rush···the ‘Tank Day’ controversy snowballs despite an apology from Chung Yong-jin - 경향신문

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As the ‘Tank Day’ event held by Starbucks Korea on the anniversary of the 5·18 Democratization Movement has become embroiled in controversy, posts on social media showing people breaking Starbucks mugs or damaging tumblers are spreading. Screenshot from X on social media.

The controversy over the ‘Tank Day’ event by Starbucks Korea that arose on the anniversary of the 5·18 Gwangju Democratization Movement is spreading into a ‘boycott Starbucks’ movement. Although Shinsegae Group Chairman Chung Yong-jin abruptly dismissed the head of Starbucks Korea and then personally apologized in an attempt to quell the situation, the controversy is expanding.

According to reporting by Kyunghyang Shinmun on the 19th, posts on platforms such as X and Facebook carrying messages like “boycott Starbucks” have been uploaded one after another. This follows the uproar that erupted the previous day over allegations that, in the course of promoting a tumbler campaign, Starbucks used phrases such as ‘Tank Day’ and ‘Thump on the desk!’ that insulted the 5·18 Democratization Movement and the torture-to-death case of the late activist Park Jong-chul.

Users posted messages such as “Goodbye to Starbucks forever” and “Do not buy it. Shameless people,” adding the hashtag “#BoycottStarbucks.” Some users declared their boycott by posting photos of themselves smashing Starbucks mugs or damaging tumblers they owned. Lee Da-hee (32) told Kyunghyang Shinmun by phone “I even threw away the Starbucks capsule coffee and beans I had bought,” adding, “I had collected many e-frequency event items over time, but this incident made me lose all affection.”

More people are deleting the Starbucks app or requesting refunds of the stored value on prepaid cards registered in the app. Because Starbucks has built its customer base around prepaid balances and gift cards, the idea is that, beyond simply not visiting stores, obtaining refunds for remaining balances would inflict a more tangible blow on Starbucks Korea. Users are also sharing how to delete a Starbucks membership and how to get refunds for KakaoTalk gifticons.

Following the controversy over the ‘Tank Day’ event by Starbucks Korea that arose on the anniversary of the 5·18 Democratization Movement, posts are appearing on social media showing proof of Starbucks membership withdrawals and requests for refunds of prepaid balances. Screenshot from X on social media

The issue of refunding Starbucks prepaid balances may also lead to legal disputes. Criticism is mounting that the refund criterion stated by Starbucks‘when 60% or more of the total balance has been used’is an unfair term. On social media, consumers who attempted refunds but failed have shared experiences of complaining to customer service, saying, “It is absurd that they tell me to spend money in order to withdraw.”

Attorney Yang Hong-seok of Law Firm Igong wrote on Facebook that he would file refund lawsuits over gift certificates and e-cards against Starbucks Korea, adding, “It is difficult to understand why a refund is impossible unless 60% or more has been spent.” He told us by phone, “There should be exceptional refund provisions for cases where there is a special reason one can no longer use the card,” adding, “Applying a uniform standard unconditionally is an unfavorable term that forces only consumers to bear the damage, and on that point it is something that could be challenged.”

This boycott movement also seems to reflect public sentiment that an official apology from Starbucks the previous day and the dismissal of the head of Starbucks Korea were not sufficient. Kim Ji-hoon (29) said by phone, “I question whether this is something that could have happened due to the mistake of a single event manager,” adding, “After first issuing an inadequate apology and then dismissing the head, it feels like an attempt to gloss over the situation with a token gesture.”

Screenshot of the Starbucks website.

Chairman Chung issued a direct apology that day and pledged to prevent a recurrence. In his apology, Chung said, “This matter was an inexcusable mistake that made light of the pain and sacrifice of all those who have devoted themselves to the democracy of this country,” adding, “Once again, I offer my sincere apology to the spirits of the 5·18 fallen, their bereaved families, the citizens of Gwangju, the bereaved family of the martyr Park Jong-chul, and to all who sacrificed for the democracy of this country, as well as to the people.”

Chung also pledged a thorough investigation into how the situation arose and the approval process, with transparent disclosure of the findings; stronger review and standards for marketing content across all affiliates; and training for all executives and employees, including himself.

Despite the direct apology, past instances of Chairman Chung sending video congratulatory messages to far-right political and religious events have resurfaced, further fueling the controversy. Kim Sung-sik, Vice Chair of the National Economic Advisory Council, referred on Facebook to the past actions of Chairman Chung that stirred controversy, such as ‘eradicate communism’ posts and mockery in the Sewol ferry memorial guestbook, writing, “Similar words and actions are far from isolated” “Was the ‘Tank Day’ event in fact a brainchild of Chairman Chung?” Kwon Young-guk, the Justice Party candidate for Seoul mayor, also criticized,“What people might have been willing to regard as a mistake instead struck them as intentional, leading them to condemn Starbucks, because of the far-right track record of Chairman Chung.”