Starbucks faces backlash for launch of ‘Tank Day’ tumblers:Coffee outlet chain shuts all stores in South Korea

In South Korea, corporate companies are having to teach their employees understanding of the country’s culture and history because of people’s sentiment regarding their culture and history.
Coffee outlet chain Starbucks had to pay heavily last month for using the term ‘Tank Day’ in a marketing campaign. Due to people’s protest, the company had to close its 2,000 stores in South Korea on Monday afternoon and conduct culture and history classes for 24,000 chefs and other employees. This is also the first instance of all Starbucks stores in S Korea closing simultaneously. What is the ‘Tank Day’ controversy? Last month, Starbucks Korea launched a new series of tumblers (a special type of coffee mug). It was named ‘Tank Day’. This began last month, which was on May 18, 1980, when pro-democracy protesters were demonstrating against military dictatorship in Gwangju, South Korea. At that time, the brutal military regime deployed ‘tanks’ on the streets to crush the protesters. Hundreds of people were killed in this massacre. Since then, for Korean people, the word ‘tank’ has been associated with the deep pain of memories of mass killing. In this context, the use of the term ‘Tank Day’ in advertising was perceived by people as cruel mockery and deep insult to the victims. When the fire of protest spread across the country, Starbucks Korea’s parent company ‘Shinsegae Group’ began damage control efforts. The advertisement was removed, an apology was issued, and the company’s CEO was removed from his position. The company made a shocking revelation that employees used AI to determine the name and slogan for the advertising campaign and did not investigate the historical-cultural context of this term. Past Controversies: In South Korea, Starbucks had deposits of ₹2,100 crore from prepaid customers. After the advertisement controversy, most demanded their money back. In the first week, customers paying by card decreased by 26%. Over the entire month, this loss remained at 10%. About three years ago in Korea, sports brand Nike came into controversy when it was accused of showing an incorrect map in an advertisement. Nike apologized along with withdrawing the advertisement. A few months ago, BHC Chicken had used the word ‘Gwangju’ in the wrong context in an advertisement. It is clear that one has to pay the price for not understanding society.