STARBUCKS is facing widespread criticism in South Korea after a reusable cup marketing campaign sparked outrage over perceived references to the 1980 Gwangju pro-democracy crackdown.
The campaign led to public protests, a formal apology, and the removal of the company’s chief executive in Korea.
In response, several Starbucks stores temporarily closed so employees could undergo “social sensitivity training” focused on the country’s democratic history.
However, the response has also been criticized, with some arguing that frontline staff are being unfairly tasked with addressing a corporate-level failure in judgment.
Meanwhile, the controversy has impacted sales in one of Starbucks’ most important global markets. This report examines the backlash, corporate response, and wider implications for global brands operating in culturally sensitive environments.—June 23, 2026
Main image: AFP
