Starbucks, Musinsa Partnership Cards Face Fallout Over May 18th Mockery Row

The recent controversy surrounding Starbucks' commemoration of the May 18th Democratization Movement has cast a shadow over its partnerships with major South Korean companies like Musinsa and Hyundai Card.

Starbucks Korea, which recently ended its exclusive PLCC (Private Label Credit Card) contract with Hyundai Card to collaborate with multiple card companies, is now facing scrutiny. Samsung Card launched the 'Starbucks Samsung Card' in September, and Woori Card introduced the 'Startravel Woori Card' last month. Shinhan Card also signed an MOU with Starbucks on the 7th, aiming to launch the 'Starbucks Shinhan Card' in the first half of the year.

The issue escalated when Starbucks used the phrase 'Tank Day' and a promotional slogan referencing the 1987 Gwangju Uprising during a tumbler promotion, leading to widespread criticism. This incident has put the affiliated card companies in a difficult position, as they risk being associated with the controversy and potentially alienating customers who value the historical significance of the May 18th movement. The companies are now reportedly in a state of anxiety, contemplating how to navigate this sensitive situation and mitigate any negative impact on their brand image and customer relations.