"Took Out Eight Drinks in Blue Jackets"...Boycott Dispute Heightens Consumer Fatigue
"Tank Day" Starbucks Controversy Escalates into Political Feud
Starbucks Posts Second Apology and Moves to Protect Employees
As Starbucks finds itself embroiled in the "Tank Day" controversy, political disputes have further intensified the situation, leading to growing fatigue among some consumers.
On May 22, a social media user posted a photo on a social networking service (SNS) showing two individuals, who appeared to be campaign workers for the Democratic Party of Korea, wearing blue jackets marked with the number "1" as they picked up takeout beverages from a Starbucks store. The post read, "They took out eight drinks wearing blue jackets."
Previously, Starbucks sparked controversy during a tumbler promotion on May 18, the anniversary of the May 18 Democratization Movement, by using phrases such as "Tank Day" and "Slam on the Desk!" Jeong Yongjin, Chairman of Shinsegae Group, issued an apology, calling it "inappropriate marketing that should not have happened and cannot be tolerated," and dismissed Sohn Jeonghyun, CEO of Starbucks Korea.
On this day, Starbucks posted a second letter of apology at all stores nationwide, stating, "This incident occurred during the operation of our headquarters' online business and is unrelated to store employees." This move appears to be aimed at protecting staff, in light of recent protests and criticism directed at frontline employees.
Political reactions continued as well. On May 21, President Lee Jaemyung visited a cafe in Ikseon-dong, Jongno-gu, Seoul, and made a comment seemingly aimed at Starbucks, saying, "That's not coffee from there, right?" Minister of the Interior and Safety Yoon Hojoong also stated at a government event that he would refrain from using products from the related company.
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In contrast, the People Power Party criticized the government and the ruling party for politicizing Starbucks. Party leader Jang Donghyuk commented, "While a company's inappropriate marketing can be criticized, the decision rests with consumers," adding, "It is inappropriate for the President and ministers to openly encourage a boycott." Lawmakers Han Kiho and Na Kyungwon also objected to the government's response, labeling it as "state-led pressure."
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