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The Guardian - AU

World

Raphael Rashid in Seoul

How a Starbucks marketing stunt spiralled into mass boycotts in South Korea

Starbucks Starbuck Chung Yongjin South Korea Starbucks Korea Police Gwangju Shinsegae Shinsegae Group

People in Seoul put stickers on an image of the Shinsegae chairman Chung Yong-jin, whose company operates Starbucks in South Korea, during a rally calling for a boycott of the coffee chain in Seoul. Photograph: Pedro Pardo/AFP/Getty Images

It was a PR nightmare: customers smashing Starbucks branded tumblers and mugs as fans deleted loyalty apps and cashed out prepaid balances. Amid the uproar, government ministries cut ties with the coffee chain and apology notices were pasted on Starbucks stores across South Korea.

The initial shock may have passed, but the anger remains.

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