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 ImagesWhen 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.

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