Starbucks’ big marketing blunder in South Korea shows how cultural blind spots can put global brands in a bind

Protesters appear in front of Starbucks Korea headquarters in Seoul after the company launched its 'Tank Day' campaign, which sparked widespread backlash. Kichul Shin/NurPhoto via Getty Images

When Starbucks Korea promoted its series of reusable tumblers called “tanks” with a “Tank Day” campaign on May 18, 2026, it probably seemed like a fun marketing idea.

Instead, it spiraled into a public relations crisis.