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🇰🇷 South Korea /Culture & Society

Gwangju Uprising groups protest Starbucks 'tank day' campaign to HQ

From Hankyoreh · () Korean

Translated from Korean, summarized and contextualized by DistantNews.

At a glance

News Named sources Context piece
  • A South Korean civic group has sent a letter of protest to Starbucks headquarters in the U.S. regarding a marketing campaign that used the term 'tank day'.
  • The group argues that the campaign, which coincided with the anniversary of the 1980 Gwangju Uprising, is a severe insult to history and human rights.
  • The Gwangju organizations are demanding Starbucks take responsibility, investigate the matter, impose strong sanctions on its Korean operator, and issue a public apology.

A coalition of civic groups commemorating the 1980 Gwangju Uprising has lodged a formal protest with Starbucks' U.S. headquarters, demanding action over a marketing campaign that used the term 'tank day.' The 5·18 Democratic Heritage Foundation and related organizations argue that the campaign, which featured a "5/18 Tank Day" slogan and imagery, constitutes a grave insult to the historical significance of the uprising.

The marketing that prominently features 'tanks,' the means of suppression used by the military dictatorship to crush the citizens of Gwangju with force and take innocent lives in May 1980, is a severe historical insult and an anti-human rights act.

— 5·18 civic groupsIn a letter to Starbucks headquarters, protesting the 'tank day' marketing campaign.

In a letter addressed to Starbucks' CEO and board of directors, the groups emphasized that the Gwangju Uprising is a symbol of South Korean democracy and a UNESCO World Record Heritage. They condemned the use of 'tanks', the military vehicles used to suppress the uprising and cause civilian deaths in 1980, in marketing as a "severe historical insult and anti-human rights act."

The organizations highlighted Starbucks' global reputation for valuing diversity, equity, inclusion, and human rights. They stated that the "ahistorical behavior" of Starbucks Korea, operated by E-Mart (part of the Shinsegae Group), severely damages the global brand's reputation. They urged Starbucks headquarters to investigate the circumstances, impose the strongest possible sanctions on its Korean licensee, issue a formal apology to the South Korean people and the victims' families, and establish a thorough oversight system to prevent future occurrences of such offensive marketing.

Starbucks' global reputation and brand value are severely tarnished by the ahistorical behavior of E-Mart, which holds the license and operating rights in Korea.

— 5·18 civic groupsIn a letter to Starbucks headquarters, criticizing the actions of its Korean operator.

This protest follows criticism that Starbucks Korea's "Tank Series" tumblers and promotional materials, released around the 46th anniversary of the Gwangju Uprising, disrespected the democratization movement. The groups have also filed a lawsuit against Shinsegae Group Chairman Chung Yong-jin and urged the National Pension Service, a major shareholder in E-Mart, to take responsible action.

We urge Starbucks headquarters to investigate the circumstances and impose the strongest possible sanctions on the Korean operator (E-Mart).

— 5·18 civic groupsDemanding action from Starbucks' U.S. leadership.
DistantNews Editorial

Originally published by Hankyoreh in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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