How a Starbucks marketing stunt spiralled into mass boycotts in South Korea
Starbucks Korea faced a massive public boycott and political backlash after launching a 'Tank' themed marketing campaign that coincided with the anniversary of a historical pro-democracy massacre. The controversy led to the firing of the CEO and an apology from the company's chairman.
Why it matters
This case illustrates the severe reputational and financial risks global brands face when failing to account for local cultural sensitivities and historical trauma.
People in Seoul put stickers on an image of the Shinsegae chairman Chung Yong-jin, whose company operates Starbucks in South Korea, during a rally calling for a boycott of the coffee chain in Seoul. Photograph: Pedro Pardo/AFP/Getty Images View image in fullscreen People in Seoul put stickers on an image of the Shinsegae chairman Chung Yong-jin, whose company operates Starbucks in South Korea, during a rally calling for a boycott of the coffee chain in Seoul. Photograph: Pedro Pardo/AFP/Getty Images South Korea How a Starbucks marketing stunt spiralled into mass boycotts in South Korea A botched tumbler promotion on the anniversary of a pro-democracy massacre unleashed a boycott, police investigation and political firestorm
The article provides a balanced historical context for the consumer reaction.
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