A promotional image for Starbucks Korea featuring the phrase “Tank Day” appears on the Starbucks app, drawing online backlash for allegedly mocking the May 18 Gwangju movement. [SCREEN CAPTURE]
Starbucks Korea suspended its promotional event and issued an apology on Monday after backlash erupted over its campaign phrases that some perceive mock the victims of the May 18 Gwangju democracy movement.
The promotional campaign featured phrases including “Tank Day” and “Tak! on the desk,” which critics said mocked the notorious police explanation used to cover up the torture death of a student activist in the 1980s.
Starbucks had launched a Dante, Tank, Nasu Day event tied to its Tank tumbler product line, featuring items such as the Colorful Tank Tumbler Set and Tank Duo Set.
Critics particularly objected to the use of the phrase “Tank Day” on May 18, the anniversary of the
democracy movement in 1980.
The uprising began in Gwangju after citizens protested martial law imposed by then-President Chun Doo Hwan. The military massacred the protesters and the movement is widely regarded as a defining moment in Korea’s democratization.
The phrase “Tak! on the desk” also drew criticism for recalling the infamous police statement issued after student activist Park Jong-cheol's torture death. “Tak” is a Korean word used to describe a sharp, hitting sound, similar to “bang.”
President Lee Jae Myung, center, attends a ceremony marking the 46th anniversary of the pro-democracy uprising in Gwangju on May 18. [JOINT PRESS CORPS]
At the time, police attempted to cover up the incident by claiming that Park “died after investigators hit the desk with a bang,” a statement that later became a symbol of state brutality and government cover-ups during Korea’s authoritarian era.
“We confirmed that inappropriate wording was used during the Buddy Week event,” Starbucks said in an official statement. “We sincerely apologize for causing discomfort and concern to our customers.”
“The event has been suspended,” added the coffee giant. “We will conduct a full review of our internal screening and review processes to prevent similar incidents from happening again.”
Online criticism continued even after the apology, with many users arguing the issue reflected a broader lack of historical and social awareness rather than a simple marketing mistake.
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
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