Gwangju, Second in Starbucks Stores Nationwide, Outraged... 'Talbeok' Boycott Movement Emerges

71 Stores in Gwangju, Second Highest per Capita Nationwide
Second Only to Seoul... One Store per 19,000 People
Boycott Movement Spreads Amid 'May 18-Related Marketing' Controversy

Starbucks logo. Screenshot from Starbucks website

As criticism and boycotts against Starbucks continue to spread nationwide following the controversy over the 'May 18 Tank Day' event, there is growing attention on how consumer sentiment is changing in Gwangju, the region with the second highest number of Starbucks stores per capita in Korea.

71 Stores in Gwangju, Second Highest per Capita Nationwide

According to data from Starbucks Korea on regional store distribution and resident registration statistics from the Ministry of the Interior and Safety as of May 20, Seoul (population approximately 9.29 million, 687 stores) had the most Starbucks stores per capita, with one store for every 13,535 people. Gwangju (about 1.38 million residents, 71 stores) followed, with one store for every 19,529 people.

Next was Daejeon (about 1.44 million residents, 73 stores) with one store per 19,749 people; Busan (3.23 million residents, 146 stores) with one per 22,160 people; Daegu (2.34 million residents, 96 stores) with one per 24,472 people; Ulsan (1.08 million residents, 35 stores) with one per 31,081 people; and Incheon (3.05 million residents, 96 stores) with one per 31,846 people.

Controversial Starbucks Promotion Event Phrase. Screenshot from the Starbucks Website

Previously, Starbucks Korea sparked controversy by labeling May 18 as "Tank Day" and using the phrase "a thump on the desk" during a tumbler promotion running from May 15 to 26. On social networking services (SNS), many pointed out that these expressions were seen as belittling the May 18 Democratic Movement and the 1987 death of student activist Park Jongcheol under torture.

As the controversy intensified, Jeong Yongjin, Chairman of Shinsegae Group, issued a public apology on May 19 and pledged to implement group-wide measures to prevent recurrence. In the statement, he said, "We have caused deep pain to the spirits, bereaved families, and the people regarding the May 18 Democratic Movement," and added, "On behalf of the group, I bow my head in apology."

Boycott Movement Spreads... New Buzzword 'Talbeok' Emerges, Meaning Refusing Starbucks

Nevertheless, public outrage toward Starbucks Korea continues to grow, leading to an expanding boycott movement. Among consumers, there is a growing sentiment that the circumstances are too clearly distorted or insulting to be dismissed as mere coincidence.

On social media, photos certifying the boycott by discarding or damaging Starbucks products are being posted one after another. Going beyond a boycott, a new buzzword, "Talbeok," meaning to completely stop using Starbucks, has emerged and is spreading. In particular, as strong backlash continues to mount among Gwangju civic groups and on social media, there is keen interest in how this situation may actually affect consumer sentiment in the Gwangju region.

This content was produced with the assistance of AI translation services.