I was genuinely disappointed by Starbucks Korea’s “Tank Day” campaign. It made me wonder how a company could overlook historical context and social sensitivity to this extent. Personally, I had already been visiting Starbucks Korea less often as the coffee quality no longer felt the same to me. But this incident has pushed me to the point where I plan to refund the remaining balance on my Starbucks card. Lately, it feels like the world is becoming increasingly polarized and pushed toward extremes. Perhaps that is why even the smallest messages brands choose to put out no longer feel insignificant.

스타벅스 ‘탱크데이’를 보고 적잖이 실망했습니다. 기업이 역사적 맥락과 사회적 감수성을 이 정도로 가볍게 볼 수 있나 싶었습니다. 개인적으로 한국 스타벅스는 커피 맛도 예전 같지 않아 이미 발길이 뜸해지고 있었는데, 이번 일을 계기로 남은 카드 잔액도 모두 환불받을 생각입니다. 요즘 세계가 점점 양극단으로 치닫는 느낌입니다. 그래서 브랜드가 내놓는 작은 메시지 하나도 더 이상 가볍게 보이지 않는 시대가 된 것 같습니다.

Quick context for non-Koreans: Starbucks Korea faced backlash after running a promotion called “Tank Day” on May 18, the anniversary of the 1980 Gwangju Democratic Uprising — one of Korea’s most painful pro-democracy tragedies, where military force and armored vehicles were used against civilians. Many Koreans felt the wording was deeply insensitive and politically loaded, especially because some far-right online groups have mocked the date using similar language. Starbucks later apologized and suspended the campaign.

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에휴....