Starbucks Korea (hereafter Starbucks) has decided to tentatively postpone its summer promotion and frequency event. The move comes as controversy grows over the "Tank Day" promotion held on the May 18 Democratization Movement anniversary.
According to the retail industry on the 21st, Starbucks announced on its internal network the previous day that it would tentatively postpone the "2026 summer (Summer 1) promotion" and the "2026 summer e-frequency" event that were set to begin soon. The two are Starbucks' representative summer events. Various merchandise such as picnic mats, camping chairs, and ice boxes have been popular each summer.
In a notice, Starbucks said, "Given the current situation, we are realigning and reviewing major scheduled events with a heavy sense of responsibility and self-restraint," and added, "We are guiding that the Summer 1 promotion and summer e-frequency event are tentatively postponed, and we will announce rescheduled dates later."
This summer promotion was scheduled to run in two phases from May 28 to July 26, and the frequency event was scheduled to run from June 2 to July 26.
According to multiple Starbucks officials, other planned launches, including collaborative dessert menu items and beverages, have also all been postponed. Starbucks also decided not to operate the booth it had planned to run at the "Seoul Jazz Festival," which will be held at Olympic Park in Songpa District, Seoul, for three days starting on the 22nd.
Earlier, on the 18th, Starbucks held Tank Day, a tumbler product discount event. As the event date coincided with the May 18 Democratization Movement anniversary and the expression "tank," criticism arose that it evoked state violence under the new military regime. The phrase "desk, tak" included in social media (SNS) promotional posts also stirred controversy. It recalled the National Police Headquarters' announcement during the 1987 torture and death of activist Park Jong-cheol that "we tapped the desk and he went 'ugh' and died." A fact-finding probe and responsibility for this incident are under audit at the Shinsegae group level, and measures will be taken.