A Dictator Holding a Starbucks Tumbler, "Donjjul" Proof Shots... 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 is spreading among certain far-right internet users, the issue is shifting into an ideological confrontation.

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

On May 21, a generative AI video of former President Chun Doo-hwan drinking a beverage using a Starbucks tank tumbler circulated on the social networking platform X (formerly Twitter). In the video, Chun Doo-hwan says, "Tastes good. Gwangju is just a single firearm..."—a statement that recalls his past interview where he described Gwangju as "an armed riot."

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 content was found to have previously shared a large number of so-called "Yoon Again" posts in support of former President Yoon Suk Yeol. Comments on the post included phrases such as "Anti-communism," "Tomorrow I'm going to have Starbucks coffee and even a sandwich," and "A clean store without leftists."

A Wave of 'Proof Shots'... Has Starbucks Become a Tool for Expressing Ideology?

In reality, some far-right users have been visiting Starbucks stores and posting verification photos. As the "Tank Day" event prompted calls for a Starbucks boycott, some countered by declaring they would "donjjul" (a slang term meaning to support a business financially in appreciation for good deeds).

Recently, a verification photo of the Starbucks Gwanghwamun branch's waiting electronic billboard, which listed words used to disparage former President Roh Moo-hyun and President Jae-myung Lee, was also posted on social media.

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).

'A Slam on the Desk!'... Starbucks Faces 'Tank Day' Backlash

The controversy erupted over the "Dante·Tank·Nasoo Day" event held by Starbucks on May 18. The event was named "Tank Day," introducing products such as the "Colorful Tank Tumbler Set" and the "Tank Duo Set," and used the promotional phrase "A slam on the desk!"

Some internet users pointed out that the term "tank" evokes images of the armored vehicles deployed by martial law forces in Gwangju during the May 18 Gwangju Democratization Movement in 1980. The fact that the event coincided with May 18 further fueled the controversy. The phrase "A slam on the desk!" was also criticized for recalling the official announcement made in the 1987 torture and death case of Park Jong-chul.

Controversial Starbucks promotion event phrase. Screenshot from Starbucks official website

As the controversy intensified, Starbucks Korea apologized, stating that "inappropriate language had been used," and canceled the event. Chairman Chung Yong-jin also issued a public apology, admitting that the entire group had demonstrated a lack of historical awareness and sensitivity regarding the painful history of the Korean community. Chairman Chung even dismissed Starbucks Korea CEO Son Jung-hyun.

Despite Chung Yong-jin's Strong Response... Boycotts and 'Talbeok' Continue

Nevertheless, public outrage toward Starbucks Korea is growing, leading to boycotts and a widening backlash. Among consumers, there is a growing sentiment that the evidence of distortion and insult is too clear to be dismissed as mere coincidence, and that this situation cannot be overlooked.

On social media, posts showing Starbucks products being thrown away or damaged as part of the boycott are increasing. There is now even a new term, "Talbeok" (meaning to completely stop using Starbucks), reflecting the intensifying movement to abandon the brand altogether.

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