"Is it an ultraleft corporations? I'm not buying."
This was a comment posted on the Instagram account of a food company on the 14th. The post promoting a broth product drew about 260 comments criticizing the company, including "I'm disappointed" and "I'll boycott."
The trigger was that the company was included on a so-called "ultraleft corporations" list shared recently on social media (SNS). The reason was that it placed ads on a progressive-leaning political podcast.
The company said it only bought ads in outlets with many middle-aged and older viewers in its target audience, and that it had nothing to do with political leanings, but the backlash continued.
Centered on SNS and online communities, efforts are spreading to track consumer-goods corporations' past activities and advertising and collaboration histories to judge their political leanings. Companies classified as "patriotic corporations" are encouraged to get product purchases, while those labeled as "anti-state corporations" face mass complaints and boycotts.
◇ Spread of the "patriotic corporations" list… turning into actual sales growth
On this day, a so-called "patriotic corporations" list was actively shared on SNS and online communities. It is a list of corporations known for positive activities such as supporting national merit awardees or using domestic ingredients. The aim is to encourage so-called "donjjul" consumption by buying products to support those corporations. Donjjul is a neologism combining money and a scolding.
Such consumer action has in some cases led to actual sales increases. A prime example is the seafood processor Hansung Enterprise(003680), which makes the imitation crab product "Crami." As word spread that the company has consistently held charity events for veterans of the Korean War, its online sales from the 6th to the 9th rose 40% from usual. The number of members on its own mall also reportedly increased 42% during the same period.
Conversely, lists urging criticism or boycotts of particular corporations are also spreading online. Recently, the cosmetics brand Isoi became embroiled in controversy over the ad phrase "625% penetration," which critics said belittled the Korean War and its veterans.
As consumer complaints and boycott moves continued, the company issued an official apology. Major distribution platforms such as Olive Young and Kurly halted sales of the product.
◇ "Tank Day" controversy as a catalyst… retail industry on thin ice
Some analysts say the backdrop to the recent flare-up in political consumer activism was the controversy over Starbucks' "Tank Day" promotion.
On May 18, during a tumbler discount event, Starbucks used phrases such as "Tank Day" and "tak on the desk" and faced criticism. Boycott momentum grew afterward, and in June this year Starbucks' estimated credit and debit card payments totaled 100.39 billion won, down 20.8 billion won (17.2%) from the previous month.
A consumer identified as A, who is joining the boycott, said it was hard to accept that the Starbucks Tank Day controversy led to an apology from management and companywide history education, adding that the same standard should apply not only to the May 18 Democratization Movement but also to other historical events such as the Korean War and the Yeonpyeong naval battle.
Corporations are wary that marketing copy or promotions could inadvertently be interpreted as having political meaning. A source in the retail industry said that recently they thoroughly review the entire process from planning to execution to avoid misunderstandings that marketing and promotions carry political intent, adding that it has indeed become harder to pursue bold or aggressive marketing out of concern over controversy.
◇ Political polarization piles up… boycotts turn into "ideology consumption"
Experts say political polarization is spreading into everyday life and the realm of consumption. While past boycotts unfolded as consumer responses to unethical behavior such as corporate bullying, environmental harm, or labor issues, recently judgments about corporations' political and ideological leanings are serving as the standard dividing purchases and boycotts.
Gu Jeong-u, a sociology professor at Sungkyunkwan University, said this is a case of political and ideological conflict spreading across society and affecting citizens' everyday consumption, adding that the past "No Japan" movement that unfolded over historical issues can be seen as having evolved into a new form in line with today's political and social climate.