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South Korean Police Raid Starbucks Korea Headquarters Over Controversial Marketing Campaign
SEOUL – South Korean authorities conducted a raid on the headquarters of Starbucks’ local operation in southern Seoul on Tuesday, as part of an ongoing investigation into a marketing campaign that sparked widespread public outrage for its perceived insensitivity toward the country’s pro-democracy movements of the 1980s.
The police search, confirmed on Wednesday, also reportedly extended to the homes of several Starbucks Korea executives, though officials have not disclosed additional details.
The controversy began when Starbucks Korea launched a promotion for a line of stainless-steel tumblers named “SS Tank,” coinciding with the declaration of May 18 as “Tank Day.” This date marks the anniversary of the 1980 Gwangju Uprising, a significant pro-democracy protest brutally suppressed by the then-military regime, resulting in approximately 200 deaths.
Compounding the backlash, the campaign’s slogan, “Thwack it on the table!” was widely interpreted as an insensitive reference to a notorious 1987 police statement attempting to cover up the torture death of student activist Park Jong-chol. The phrase “hit the desk with a thwack” was used by authorities to deflect responsibility for Park’s death, which had long been a symbol of state oppression during the era.
In response to the public outcry, Shinsegae Group-owner of a 67.5% stake in Starbucks Korea-swiftly canceled the campaign, dismissed the company’s chief executive, and issued a formal apology through Chairman Chung Yong-jin. Additionally, all Starbucks Korea stores closed early on June 22 to conduct mandatory training focused on history and social sensitivity.
The police investigation was initiated following complaints from families of the victims of the Gwangju crackdown. The incident remains a pivotal moment in South Korea’s journey to democracy, culminating in 1987 when authoritarian President Chun Doo-hwan was compelled to implement constitutional reforms introducing direct presidential elections amid widespread pro-democracy demonstrations.