One Month After 'Tank Day' Controversy... Starbucks Launches New Summer Products and Merchandise

e-Frequency Event Excluded,
Extra Rewards Still Available

Starbucks Korea is launching a new menu one month after the 'Tank Day' controversy. In consideration of negative public sentiment, including a boycott movement, the company will not be holding the annual summer e-Frequency merchandise giveaway event and will only release new products.

Starbucks Korea will start selling new summer beverages, food, and merchandise from the 23rd. Given that the new product launch was postponed since the end of May, this marks a resumption after one month.

Starbucks Korea will start selling new summer beverages, food, and merchandise from the 23rd. Screenshot from Starbucks Korea website

The new beverages being introduced this time include: Pineapple Blue Coco Frappuccino, Light Yuja Lemon Blended, Sea Salt Caramel Cold Brew, and Sea Salt Foam Black Tea—a total of four types. The new food items are Mango Coco Kuchen, Mochi Ssoq Basque Cheesecake, Potato Fresh Cream Cake, and Mozzarella Pork Cutlet Sandwich—also four types.

Alongside these, summer-themed merchandise will be released, such as the Summer Stanley Flow Cold Cup (887ml), Summer Stanley Quick Go Tumbler (473ml), SS Summer Alo Tumbler (473ml), Summer Shoulder Bag, Summer Cassette Bag, Summer Bearista Keychain, and Summer 3-Stage Blackout Umbrella. Limited seasonal coffee beans 'Colombia Nariño' (250g), 'Starlight Blend' (250g), and a 5-pack of 'VIA Iced Coffee' will also be available.

The decision to launch these new products and merchandise was reportedly made after comprehensive consideration of the characteristics of seasonal products and prearranged product release schedules with partner companies.

However, Starbucks Korea will not be holding the e-Frequency event this time. In previous years, Starbucks Korea has conducted promotions and frequency events every summer and winter season. These events have been extremely popular, with exclusive merchandise produced and provided through the events. Event merchandise and frequency stamps have also been actively traded on secondhand platforms.

Starbucks Korea will begin selling new summer beverages, food, and merchandise starting on the 23rd. Screenshot of the Starbucks Korea website

Originally, this year's summer promotion was scheduled to be held in two phases, from May 28 to July 26. However, following the incident on May 18, the plan was changed to hold the promotion only once, from June 23 to July 26.

In an announcement, Starbucks stated, "Due to the current situation, we are reviewing and reorganizing our scheduled major events with a sense of heavy responsibility and self-reflection. We are informing you that the Summer 1 Promotion and summer e-Frequency event will be temporarily postponed, and we will notify you of future schedules after further adjustments." It was later announced internally that products originally planned for the Summer 1 Promotion would still be released.

However, for Starbucks Rewards Green or Gold members, the 'Tri-Star Dash' reward event will proceed, allowing members to earn up to three extra stars when purchasing the event beverages with a Starbucks card by the end of this month.

Following the recent controversy, Starbucks has been implementing follow-up measures. The CEO and executives were immediately dismissed, followed by a public apology and unconditional full refunds for Starbucks cards. On the 22nd, all stores nationwide closed early, and all employees participated in training on historical awareness and social sensitivity. This is the first time since Starbucks entered Korea in 1999 that all stores have closed early.

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