President Lee condemns campaigns as insulting to the democracy movement
Global media spotlight raises questions over brand responsibility in key Asian market
President Lee Jae-myung has sharply criticized Starbucks Korea and fashion platform Musinsa over marketing campaigns that appeared to reference some of South Korea’s most painful pro-democracy struggles. His comments reflect widespread public anger and have turned a domestic advertising controversy into a test of global brand responsibility in Korea.
South Korea President Lee Jae-myung
The dispute began when Starbucks Korea promoted a tumbler event called “Tank Day” on May 18, the anniversary of the 1980 Gwangju pro-democracy uprising, using a slogan many Koreans associate with the 1987 torture and death of student activist Park Jong-cheol. Lee wrote on X, formerly Twitter, that he “feels anger at the inhuman behavior of low-grade merchants who deny the values of the community, human rights, and democracy,” and said the company should face moral, administrative, legal, and political responsibility. He also questioned whether Starbucks had apologized directly to bereaved families and victims of the democracy movement.
Foreign media quickly picked up the story, describing the campaign as “inappropriate marketing” that stirred memories of a “bloody” or “brutal” period in Korean history. Reports highlighted that Starbucks Korea’s chief executive was dismissed after an uproar and calls for a boycott, and noted criticism that the “Tank Day” phrase could remind Koreans of military vehicles used to suppress protesters in Gwangju. Coverage also underlined the sensitivity of turning such events into marketing themes in a country where they are seen as central to modern democratic identity.
Starbucks, one of the world’s most recognizable coffee brands, has a large presence in Korea, where its outlets often appear in dramas and on social media. That visibility amplified the backlash. Korean consumers shared proof of refunds for prepaid cards and membership cancellations, and some posted videos discarding branded tumblers and mugs. Civic and labor groups argued that the company’s initial response, mainly a revision of the wording and removal of the event page, failed to address concerns that the promotion made light of events many Koreans regard as historical trauma.
Soon after addressing Starbucks, Lee criticized Musinsa, a fast-growing Korean fashion e-commerce platform expanding abroad and seen as a potential major stock listing candidate. He pointed to a 2019 Musinsa social media ad for socks that played on language associated with Park Jong-cheol’s case, calling it “an advertisement that insults and mocks the death of Park Jong-cheol and the June Democratization Movement.” “People say money is the devil, but how can someone wearing a human face do this?” he wrote, adding that if the ad was authentic, it represented a serious problem rather than a minor lapse from the past.
Both companies have issued new apologies and promised corrective measures. Starbucks’ local partner group removed the chief executive of Starbucks Korea and the executive in charge of promotions, while its leadership released a statement accepting responsibility and pledging to review decision-making processes and strengthen staff education on history and ethics. Starbucks’ global headquarters has also expressed regret and said it is conducting an internal review. Musinsa has stressed that it deleted the 2019 ad and apologized years ago, and says it has met with a memorial foundation and held internal training, but it has again apologized and promised stricter content review as it pushes more actively into overseas markets.
For many Koreans, the debate centers on how brands treat events such as the Gwangju uprising and Park Jong-cheol’s death, which are widely taught and commemorated as key moments in the country’s democratization. Lee’s decision to speak in unusually strong terms has put additional pressure on companies to align marketing practices with public sentiment. For Starbucks and Musinsa, both of which present themselves as modern lifestyle brands with global ambitions, the incident is a reminder that campaigns designed for impact at home can quickly become international issues when they appear to touch unresolved historical wounds.
By Min Byung-kwun, KDFN
kdf＠kdfnews.com
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