Will Starbucks become Coupang? [Eureka]

Starbucks is facing a significant backlash in South Korea following a marketing campaign on the anniversary of the May 18th Gwangju Uprising that has been widely perceived as disrespectful. The "Tank Day" marketing, as it's been dubbed, has sparked a nationwide boycott, with consumers posting "#탈벅" (leaving Starbucks) online. This incident has reignited anger over past controversies, including Shinsegae Group chairman Chung Yong-jin's "anti-soy milk" posts and Starbucks' marketing related to the Sewol Ferry disaster, further fueling public outrage.

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The trend of emphasizing consumer ethics, such as 'donjjul' (buying diligently from good companies/stores) and 'meaning out' (revealing preferences or beliefs through consumption), has not disappeared.

The repercussions have been swift and severe. E-mart, Starbucks' largest shareholder, has seen its stock price plummet by approximately 25% since the "Tank Day" controversy erupted. The South Korean government has also taken steps to distance itself, with public institutions and local governments halting purchases of Starbucks gift certificates and reconsidering joint projects. This collective response underscores the deep offense taken by many, particularly in Gwangju, and the broader implications for corporate social responsibility in South Korea.

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Starbucks, which conducted 'Tank Day' marketing on the anniversary of the May 18th Democratic Uprising, seems to have failed to properly read this trend.

However, the article posits that Starbucks might not face long-term consequences, drawing a parallel to Coupang's recovery after a massive personal data breach and allegations of covering up industrial accidents. Despite initial calls for a "#탈팡" (leaving Coupang) boycott, consumer spending on the platform rebounded within three months. This suggests that strong emotions can subside over time, potentially allowing Starbucks to regain its footing. The situation is further complicated by political polarization, with some far-right groups reportedly co-opting the "Tank Day" narrative and even creating AI-generated content to distort and mock the May 18th Uprising, framing it as a battle between ethical consumption and far-right hate.

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Despite the personal information leak and the controversy over the concealment of industrial accidents, the 'leaving Coupang' movement subsided in just three months.