South Korea’s Interior Ministry will stop offering Starbucks vouchers after a marketing campaign that referenced the brutal 1980 Gwangju uprising sparked public fury.
Interior Minister Yun Ho-jung said his ministry would no longer provide products from companies that “make light” of the country’s democratic history. The decision follows a Starbucks Korea “Tank Day” promotion launched on the anniversary of the May 18 Gwangju protests, when the military dictatorship sent tanks to crush pro-democracy demonstrators. Hundreds were killed or went missing.
Starbucks Korea CEO was fired this week by Shinsegae Group, the local licensee, which called the campaign inappropriate. Group Chairman Chung Yong-jin issued a public apology, acknowledging the campaign “deeply hurt the public, the bereaved families, and the victims.”
Yun urged other agencies and the public to follow his ministry’s lead. The Veterans Affairs Minister also criticized Starbucks and pledged tighter monitoring against misinformation about the uprising.
Consumer boycott calls and police complaints against Chung have followed on social media.
Starbucks remains the top food & beverage chain in South Korea by customer count.