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

According to data from Starbucks Korea by region and population statistics from the Ministry of the Interior and Safety as of May 20, Seoul (population: approximately 9.29 million, 687 stores) had the highest number of Starbucks stores per capita, with one store for every 13,535 people. Gwangju (population: approximately 1.38 million, 71 stores) followed, with one store for every 19,529 people.

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

71 Starbucks Stores in Gwangju
2nd Highest Nationwide Per Capita

‘May 18 Anniversary Marketing’ Controversy
Spreads to Boycott Movement
Numerous SNS Photo Confirmations Photo by Starbucks Website

Previously, Starbucks Korea sparked controversy during its tumbler promotion, which runs from May 15 to 26, by referring to May 18 as 'Tank Day' and using the phrase 'Bang on the Desk.' On social networking services (SNS), people pointed out that these expressions belittled the May 18 Democratization Movement and the 1987 torture and death of activist Park Jongcheol.

As the controversy intensified, Yongjin Chung, Chairman of Shinsegae Group, issued a public apology on May 19 and pledged comprehensive measures at the group level to prevent recurrence. In the apology, Chairman Chung stated, "We have deeply hurt the souls and bereaved families of the May 18 Democratization Movement and the Korean people," and added, "On behalf of the group, I offer my deepest apologies."

Controversial Starbucks Promotion Event Phrase. Screenshot from Starbucks Homepage

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Nevertheless, public outrage toward Starbucks Korea continues to grow, leading to an expanding boycott movement. Among consumers, the sentiment is spreading that "the circumstances of distortion and insult are too obvious to be considered a coincidence," and that this incident cannot be dismissed lightly.

On SNS, there are a series of posts showing people discarding or damaging Starbucks products as proof of their participation in the boycott. A new term, 'Talbeok' (meaning quitting Starbucks altogether), has even emerged and is spreading. In particular, as strong backlash continues among Gwangju citizens and on SNS, there is heightened interest in how this incident will actually affect consumer sentiment in the Gwangju region.