According to Yonhap News on June 17, Starbucks plans to gradually introduce summer beverages, food items, and merchandise that were delayed last month.
The company had refrained from large-scale marketing following the controversy, but it is believed that the decision to resume product launches was made to alleviate the burden on its partners, as prolonged delays could negatively impact their operations.
The summer products are scheduled for production and logistics in advance, with delivery already in preparation. Continued postponement of these products could lead to revenue losses for suppliers and logistics partners.
Previously, on May 18, Starbucks faced criticism for a tumbler promotion that included inappropriate wording related to the May 18 Democratic Uprising. Following the backlash, CEO Jeong Hyun of Starbucks Korea issued an apology, and the company announced on May 20 that it would temporarily postpone its summer promotions and the Summer e-Frequency event.
With this decision, the sale of summer products will return to normal, but the e-Frequency promotion, which incentivizes customer purchases through giveaways, will be excluded. Starbucks is expected to cautiously operate by resuming product launches while continuing to limit large-scale marketing.
* This article has been translated by AI.
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