Starbucks Korea faced controversy with their recent promotion of “Tank Day,” initially intended to commemorate the anniversary of Gwangju Uprising. On May 18, Starbucks Korea launched a new promotional program remembering the Guangju Uprising that happened in 1980. The promotion introduced the “Tank Series”—a collection of water bottles touted to have spacious volume for large amounts of coffee.

The Gwangju Uprising, also known as the May 18th Movement, was a tragic event in which Korea’s military government sought to oppress pro-democratic citizens of Gwangju with brutal force in 1980. Gwangju was liberated from military rule by the sacrifice of its residents. Considering this context, the insensitivity of Starbucks Korea arose as a larger problem among the public. 

However, criticisms arose regarding the inappropriate usage of the word “tank,” with many protesting that it undermined the death of the Gwangju’s pro-democratic advocates. The public argues that Starbucks Korea had an insensitive approach in dealing with a national tragedy that happened less than half a century ago. Although the campaign was initially created to commemorate the sacrifice of individuals to establish democracy in Korea during the Gwangju Uprising, Starbuck’s improper labeling has offended many. 

“I think it was inconsiderate of Starbucks [Korea] to illustrate the tragedy of the Gwangju Uprising in a seemingly derogatory way,” Hannah Park (11), history enthusiast, said. “Their future actions regarding history would alter the reaction of people a lot.” 

With the rise of controversy, Starbucks Korea has swiftly made a statement in an attempt to manage the crisis. As soon as criticism spread across the internet, Starbucks Korea removed the promotional post about “Tank Day” on their website within 4 hours. 

Despite the efforts of Starbucks Korea, the controversy only grew with the individuals vowing for a boycott. Subsequently, Shinsaegae Chairman Chung Yong-jin dismissed the head of Starbucks Korea. 

“It is important for companies to be cautious of what they are using as a promotion, especially if it is about a sensitive topic,” Grace Kim (9), Starbucks customer, said. “Starbucks [Korea] needs to be more aware of what they are using as a motif in the future.” 

Still, the public demands more accountability regarding the “Tank Day” situation. Companies should ensure that they are more sensitive to culture and history when planning events.