South Korea’s Defense Ministry has temporarily suspended welfare partnership projects with Starbucks Korea as criticism intensifies over what many viewed as historically insensitive marketing tied to one of the country’s darkest democratic tragedies.
The ministry had signed a memorandum of understanding with Starbucks Korea on April 6 at its headquarters in Yongsan, Seoul, under the company’s “Hero Program.”
The agreement, attended by Vice Defense Minister Lee Doo-Hee and Starbucks Korea strategic planning chief Lee Soo-yeon, included plans to provide beverages to troops stationed in remote areas, scholarships for children of fallen or injured soldiers and employment support for service members preparing for civilian life.
The suspension followed mounting outrage over Starbucks Korea’s “Tank Day” campaign, which coincided with the anniversary of the 1980 Gwangju Uprising. Critics argued the use of the word “tank” was deeply inappropriate given the military crackdown that killed and injured pro-democracy demonstrators during the uprising.
Civilian boycott of Korea's favorite coffee brand accounting for a quarter of the coffee-chain market has been widening.
The controversy has not died down even after Shinsegae Group chairman Chung Yong-jin moved fast to sack Starbucks Korea CEO Son Jung-hyun.
Since the incident drew open condemnation from President Lee Jae Myung, government agencies moved swiftly to distance themselves from the brand.
The Justice Ministry recently instructed the Supreme Prosecutors’ Office to review whether Starbucks products had been used in official surveys, contests or promotional events since January. Prosecutors later reported that no Starbucks products had been purchased during the period.
Minister of Patriots and Veterans Affairs Kwon Oh-eul also publicly criticized the controversy in a post on X on Thursday.
“As minister of patriots and veterans affairs, I express deep regret and grave concern over Starbucks Korea, which caused controversy with its May 18 Tank Day event on the anniversary of the May 18 Democratic Uprising,” Kwon said.
Kwon added that the ministry would strengthen monitoring against the spread of false information related to the May 18 movement and promote broader historical awareness across society, including within corporations. He also urged Starbucks Korea to issue a sincere apology to democracy activists, bereaved families and the wider public.
The veterans ministry is also understood to have conducted a comprehensive review of its use of Starbucks gift certificates and products at ministry events over the past several years and issued internal guidance temporarily banning their use.
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