Starbucks is facing growing backlash in South Korea after a promotional campaign launched on the anniversary of the Gwangju Uprising sparked accusations of mocking one of the country’s darkest historical tragedies.
The controversy has triggered calls for a nationwide boycott, with angry customers posting videos online of themselves cutting up Starbucks membership cards and smashing branded tumblers and mugs with hammers.
Some stores in the city of Gwangju were reportedly noticeably quieter during lunch hours as public anger intensified.
Promotional Campaign Sparks Historical Controversy
The backlash reportedly began after Starbucks Korea launched a tumbler promotion on 18 May, the 46th anniversary of the 1980 Gwangju Democratic Uprising.
According to South Korean media reports, the campaign used phrases such as “Tank Day” and “hit the table hard”, which many consumers believed referenced the military crackdown during the Gwangju massacre, where martial law troops and tanks were deployed against civilians.
Some critics also linked the wording to the 1987 death of student activist Park Jong-chul, who died after being tortured during anti-government protests.
Public outrage spread rapidly across social media platforms, with many accusing Starbucks of being insensitive towards painful chapters of Korean history.
Consumers Destroy Starbucks Merchandise In Protest
Videos circulating online showed consumers destroying Starbucks merchandise, including limited-edition tumblers and mugs.
Others reportedly requested refunds for Starbucks gift cards and pledged to stop supporting the coffee chain entirely.
One online user reportedly wrote that Starbucks should be “taught a lesson financially”, while others accused the company of showing “no shame” over the controversial wording.
Although Starbucks Korea later removed the promotional materials and issued a public apology, many consumers said the response came too late.
Critics argued the company initially denied there was an issue before quietly modifying parts of the campaign, further fuelling anger.
Civic Groups File Complaint Against Executives
The controversy has also drawn legal attention.
A South Korean civic organisation reportedly filed a complaint with Seoul police seeking investigations into several individuals, including executives linked to Starbucks Korea and parent company Shinsegae Group.
The complaint alleges potential defamation and insult offences connected to the campaign.
Meanwhile, academics noted that controversies involving historical trauma often trigger especially strong emotional reactions among South Korean consumers.
Experts from Seoul National University said boycott movements tend to grow rapidly when tied to collective identity and painful national memories.
However, they added that the long-term impact could still depend on whether consumers eventually move on or continue viewing the incident as a serious emotional betrayal.
The incident has once again highlighted how sensitive historical references remain in South Korea, particularly surrounding the 1980 Gwangju Uprising, which remains a deeply emotional and politically significant event in the country today.