[Report] "I Think Twice Before Going to a Store"... Starbucks '5/18 Tank Day' Controversy Grows

A Visit to Starbucks Stores near Hyehwa and Daehak-ro on May 20
Empty Seats Now Seen in Shops That Were Usually Packed

"I used to buy Starbucks quite often. Before the controversy, I could easily stop by while walking down the street or using the drive-thru, and it felt completely comfortable. But now, I find myself hesitating and thinking twice whenever I want to get coffee."

Amid the controversy surrounding Starbucks Korea's marketing event on the anniversary of the May 18 Gwangju Democratization Movement, a man in his 30s, identified as Mr. Kim, shared these thoughts with a reporter on the 20th in Hyehwa and Daehakro, one of Seoul's major university districts in Jongno-gu. He added, "Even my friends from my hometown Jeolla Province say they no longer use Starbucks stores. Personally, as someone who visited frequently, it's hard to suddenly stop, but now there is a new hurdle—something that makes me hesitate."

On the 20th, a Starbucks store near Hyehwa and Daehakro in Jongno-gu, Seoul, was partially empty. Photo by Hyunjin Jung

A woman in her 20s who works at a clothing store in Daehakro said that among her friends, there is now talk of 'not going to Starbucks.' Meeting the reporter on a street behind a Starbucks near Hyehwa Station, she said, "There's a Starbucks right next to my workplace, so I used to buy coffee there often, but this incident has made me switch to other coffee brands. There are plenty of alternative coffee shops, so I don't see any reason to go to Starbucks in this situation."

On the afternoon of the same day, the reporter visited four Starbucks locations near Hyehwa and Daehakro and observed a noticeable decrease in the number of customers. These stores are in areas with universities and large hospitals such as Seoul National University Hospital nearby, so they typically attract a high volume of foot traffic from young people in their 20s and 30s, as well as people of various ages. Under normal circumstances, it is considered difficult to find an empty seat in these stores due to their popularity.

On this day, about 20% to 40% of the seats in the stores were empty. When asked by the reporter if there were fewer customers than usual, all store employees answered, "Yes." They further explained, "It might be because of the rain, but there are 'other factors' as well," indirectly acknowledging that the current situation is affecting customer numbers.

Yonhap News Agency

Previously, on May 18, Starbucks Korea posted an advertisement for its tumbler sale, describing it as the "Tank Series, convenient with a large capacity and handle." The promotional material included phrases such as "Tank Day" and "On the desk, thud!" The date "5/18" was displayed above and below the words "Tank Day." Subsequently, strong criticism erupted on online communities and social networking services (SNS), with claims that these expressions mocked the May 18 Democratization Movement and the 1987 torture and death of student activist Park Jong-cheol.

On the day the controversy arose, Yongjin Chung, Chairman of Shinsegae Group, immediately dismissed Starbucks Korea (SCK Company) CEO Jeonghyun Son and the responsible executive. The next day, Chairman Chung issued a public apology, stating, "We have inflicted deep wounds on the spirits of the May 18 Democratization Movement, their bereaved families, and the people of Korea," and "I bow my head and sincerely apologize on behalf of the group."

However, the controversy continues to escalate. In particular, President Lee Jaemyung directly criticized the incident, prolonging the issue within political circles. On May 18, President Lee posted on X (formerly Twitter), "How could there be a '5.18 Tank Day' event that insults the blood-stained struggle and the victims on the historical anniversary of the May 18 Democratization Movement?" He further condemned it as "the inhumane and outrageous act of unscrupulous merchants who deny Korea's community, basic human rights, and the value of democracy."

The Democratic Party has effectively issued a 'boycott order' against Starbucks. The campaign team for Wonoh Jeong, the Democratic Party's candidate for Seoul mayor, shared internal guidelines to avoid entering Starbucks stores and to refrain from using Starbucks tumblers as much as possible. Jeongcheongrae, leader of the Democratic Party, stated at a Supreme Council meeting held at a campaign office that "Democratic Party campaigners and candidates entering Starbucks could leave a very negative impression on the public."

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