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Starbucks Global calls ‘Tank Day’ promotion ‘unacceptable’ amid oversight questions
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By
Jane Han
Published
May 20, 2026 2:15 am
KST
The Starbucks global corporate headquarters building is seen May 11 in Seattle. AP-Yonhap
SEATTLE — Starbucks Global described the recent “Tank Day” controversy at Starbucks Korea as an “unacceptable marketing incident” and said it was implementing stronger internal controls and review standards following the backlash in Korea.
In response to questions from The Korea Times about whether the controversy could lead to a more active role for Starbucks Global in reviewing local campaigns in Korea going forward, the Seattle-based company declined to elaborate beyond previously announced measures.
“We don’t have anything more to share beyond what I included below about implementing stronger internal controls, review standards, and company-wide training,” Starbucks spokesperson Jaci Anderson said, adding that the company may share more as the investigation continues.
“We are deeply sorry for an unacceptable marketing incident in Korea that referenced and coincided with May 18, the commemoration of the Gwangju Democratization Movement — a day of profound historical and human significance,” Starbucks Global said in a statement to The Korea Times.
The company also apologized directly to “the people of Gwangju, to those impacted by this tragedy, and to our customers and communities.”
Starbucks Korea has faced mounting criticism after running a military-themed promotion on May 18, the anniversary of the 1980 Gwangju Democratization Movement, one of South Korea’s most historically and politically sensitive commemorations.
The campaign, which included discounts tied to military imagery and the phrase “Tank Day,” quickly sparked outrage online, with critics accusing the company of insensitivity toward the victims and legacy of the Gwangju uprising. Boycott calls continued to spread online even after Starbucks Korea halted the promotion and removed its chief executive.
Starbucks Global said it is conducting a thorough investigation into the incident and implementing stronger internal controls, review standards and company-wide training following the backlash.
The controversy has raised broader questions in Korea over how the campaign passed through multiple stages of internal review despite the sensitivity surrounding May 18.
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