On the 21st, in front of the Starbucks Gwanghwamun store in Seoul, a participant holds a sign calling for a boycott of Starbucks Korea's 'Tank Day' promotion during a press conference organized by various national violence victim groups. [Photo=Yonhap News]
The controversy surrounding Starbucks Korea's 'Tank Day' event is reverberating throughout the retail industry. The promotion, which coincided with the May 18 Democratic Uprising Memorial Day, has faced criticism for trivializing historical trauma. This concern intensified after President Lee Jae-myung referenced a Musinsa advertisement from seven years ago. Retailers are now reviewing not only their ongoing promotions but also past advertisements and content, adopting a cautious approach in light of the situation.
According to industry sources on the 21st, a beauty company is currently assessing its ongoing promotions, previously distributed advertisements, and social media content. A company representative stated, "We are examining whether there are any inappropriate historical references following the Starbucks Korea Tank Day controversy."
The household goods sector is experiencing a similar response. Although there has been no official directive from the company, it is reported that departments have been asked to review existing marketing content. A company representative explained, "In light of the Tank Day controversy and the renewed discussion of past advertisements, we are proactively checking for any potentially problematic elements."
A Starbucks store in downtown Seoul. [Photo=Yonhap News]
The industry's heightened sensitivity stems from the potential for the historical trivialization controversy sparked by Starbucks to extend to past content. The day before, President Lee publicly criticized a 2019 Musinsa advertisement featuring the phrase, "I slammed the desk and said, 'Oh my,'" which was noted for evoking memories of the late Park Jong-cheol's torture and death.
In response to the President's remarks, Musinsa issued another apology, stating, "We deeply acknowledge that the wounds left by our hasty judgment seven years ago are not trivial even today."
The controversy surrounding Musinsa had been resolved through the deletion of the content, an official apology, and visits to the bereaved families and the Park Jong-cheol Memorial Association for further apologies. CEO Jo Man-ho and other executives personally sought forgiveness, and it is reported that the association accepted Musinsa's apology. Following this, Musinsa invited history instructor Choi Tae-sung to conduct historical education for its employees. CEO Jo continues to be active as a member of the Park Jong-cheol Memorial Association.
The retail industry believes this controversy could extend beyond a single company and affect the entire sector. The fact that President Lee received information about the Musinsa advertisement has raised concerns among businesses. There is a possibility that previously created advertising phrases or images could resurface through online reports.
The Starbucks Korea controversy has also escalated into discussions of executive accountability. Jeong Yong-jin, chairman of Shinsegae Group, Starbucks Korea's parent company, has been reported for defamation, and there are calls for his resignation. An industry source stated, "In the future, marketing approvals will likely involve stricter scrutiny of expressions that could be linked to historical events, social tragedies, or specific individuals."
In fact, Starbucks Korea has temporarily suspended some promotions and marketing schedules ahead of the summer peak season. The company announced through an internal notice the day before, "We are postponing or canceling events with a heavy sense of responsibility and a reflective mindset." They also decided not to operate their booth at the '18th Seoul Jazz Festival' scheduled for the 22nd to 24th.
Summer is the peak season for beverage sales in the coffee franchise industry. Consequently, the postponement or cancellation of major events by Starbucks is expected to impose unavoidable pressure on short-term sales.
An industry insider remarked, "This controversy has attracted international media attention and prompted responses from Starbucks headquarters. If similar issues arise with the company's name mentioned, the brand burden is significant, leading companies to act more swiftly than usual."
* This article has been translated by AI.
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