Chun Doo-hwan Holding a Starbucks Tumbler, "Donjjul" Proof Shots Appear... Has Starbucks Become a Battleground of Ideologies?

Controversy Over Marketing Evoking May 18... Ongoing Fallout for Starbucks
Mocking Content Spreads in Far-Right Online Communities

On the 21st, a composite image of former President Chun Doo-hwan and Starbucks spread on social networking services (SNS). Screenshot from X (formerly Twitter).

The controversy surrounding Starbucks Korea's "Tank Day" event is escalating into a broader social conflict. In particular, as content mocking the May 18 Gwangju Democratization Movement spreads among certain far-right online users, the issue is shifting into an ideological confrontation.

Chun Doo-hwan Holding a "Tank Tumbler"... Is Starbucks Becoming a Symbol of the Far-Right?

On May 21, a generative AI video of former President Chun Doo-hwan drinking a beverage using a Starbucks tank tumbler spread on the social networking service X (formerly Twitter). In the video, Chun says, "It tastes good. Gwangju is just a firearm..." This remark recalls Chun's past interview in which he claimed, "Gwangju was a single riot that rose up with firearms."

On the 21st, a composite image of former President Chun Doo-hwan and Starbucks circulated on social media. Screenshot from X (formerly Twitter)

The account operator who posted the video has reportedly uploaded numerous posts supporting former President Yoon Suk-yeol, reflecting so-called "Yoon Again" tendencies. Comments on the post included phrases such as "Eradicate communism," "Tomorrow, I'll have Starbucks coffee and a sandwich," and "A clean store with no leftists."

Flood of Certification Photos... Has Starbucks Become a Tool for Ideological Expression?

In fact, some far-right users are visiting Starbucks stores and uploading photos as proof of their visits. After the "Tank Day" event led to signs of a boycott, some individuals countered by pledging to "donjjal" (a slang term meaning to support a store with purchases in response to good deeds or controversy).

Recently, a photo was posted on SNS showing the waiting electronic billboard at the Starbucks Gwanghwamun branch, displaying words used to disparage the late former President Roh Moo-hyun and President Lee Jae-myung.

The Starbucks Gwanghwamun branch's waiting electronic billboard listing words used to disparage former President Roh Moo-hyun and President Jae-myung Lee. Screenshot from X (formerly Twitter).

"Slam the Desk!"... The "Tank Day" Controversy at Starbucks

The controversy erupted after Starbucks held the "Dante·Tank·Nasoo Day" event on May 18. The event was dubbed "Tank Day" and featured items such as the "Colorful Tank Tumbler Set" and "Tank Duo Set," with the promotional slogan "Slam the desk!" used in marketing materials.

Some users pointed out that the term "tank" evokes memories of the armored military vehicles deployed by martial law forces in Gwangju during the May 18 Democratization Movement in 1980. The fact that the event date coincided with May 18 further fueled the controversy. The phrase "Slam the desk!" also drew criticism for recalling the 1987 announcement regarding the death of Park Jong-chul due to torture.

Controversial Starbucks promotion event phrase. Screenshot from Starbucks official website

As the controversy intensified, Starbucks Korea issued an apology, stating that "an inappropriate phrase was discovered," and canceled the event. Chairman Jung Yong-jin also released a public apology, acknowledging the group's lack of historical awareness and sensitivity regarding the painful history of the Korean community. He subsequently dismissed Sohn Jung-hyun, CEO of Starbucks Korea.

Despite Jung Yong-jin's Drastic Measures... The Boycott and "Talbug" Movement Continue

Nevertheless, public outrage toward Starbucks Korea is continuing to escalate, leading to a boycott. Among consumers, there is a growing sense that the distortion and insult are too obvious to dismiss as mere coincidence, and that the incident cannot be overlooked.

On social media, photos certifying the disposal or destruction of Starbucks products as part of the boycott are being posted in succession. The situation has progressed beyond a boycott, with the emergence of the neologism "Talbug," meaning the complete abandonment of Starbucks usage.

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