SEOUL – In a significant move, South Korean police have raided the headquarters of Starbucks’ local operation amid an investigation into a marketing campaign that sparked widespread controversy. The campaign, which many perceived as disrespectful to the pro-democracy movements of the 1980s, has led to a public uproar and further scrutiny of the company’s actions.
On Tuesday, law enforcement officials conducted searches at Starbucks’ headquarters located in southern Seoul, with further investigations reportedly extending to the residences of Starbucks executives, as detailed by local media sources.
Recommended Videos
The backlash against Starbucks arose from its ill-fated marketing initiative, which aimed to promote a line of stainless-steel tumblers named “SS Tank.” This promotion declared May 18 as “Tank Day,” a date that marks the anniversary of the tragic pro-democracy uprising in Gwangju, which was met with severe repression by the military-backed government of the time.
Moreover, the slogan “Thwack it on the table!” used in the campaign was interpreted by many as a direct reference to a notorious 1987 police statement that sought to downplay the torture and death of student activist Park Jong-chol. Authorities had claimed that Park died after investigators “hit the desk with a thwack,” a statement that has since become synonymous with state violence and oppression.
The public outcry was swift and powerful, prompting the Shinsegae Group, which holds a 67.5% stake in Starbucks Korea, to cancel the marketing campaign within hours. In light of the backlash, the company also dismissed the chief executive of Starbucks Korea, with Shinsegae Chairman Chung Yong-jin publicly apologizing in a televised address. To further address the issues raised, Starbucks Korea closed all its stores for mandatory history and social sensitivity training on June 22.
The police investigation was initiated following complaints from relatives of the victims of the Gwangju uprising, which, according to official records, resulted in approximately 200 deaths. This tragic event remains a pivotal moment in South Korea’s struggle for democracy.
South Korea’s journey towards a genuine democracy culminated in 1987 when the then-authoritarian President Chun Doo-hwan, who had overseen the Gwangju crackdown, was compelled to accept constitutional reforms that allowed for direct presidential elections, following massive pro-democracy demonstrations. This historical context underscores the sensitivity surrounding the Starbucks campaign and the ongoing legacy of the events that transpired in Gwangju.
