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Urgent: Severe Brand Risk and Consumer Boycott in Starbucks Korea Over Far-Right Political Controversies

Dear Starbucks Investor Relations and Executive Leadership Team,

I am writing to you as a loyal customer and a deeply concerned global citizen regarding a critical issue in South Korea—the third-largest market for Starbucks globally—that is severely damaging the Starbucks brand equity and risking shareholder value.

Recently, Starbucks Korea has sparked intense public outrage due to its association with "Tank Day," an event heavily criticized for blatantly mocking the May 18 Gwangju Democratization Movement. To understand the gravity of this situation, please consider the following points:

 The Sanctity of the May 18 Movement: The May 18 Movement is a sacred cornerstone of South Korea’s modern democracy. It is a painful historical tragedy where hundreds of innocent young citizens were brutally massacred by a military dictatorship while fighting for basic human rights.

 The "Tank Day" Provocation: The "Tank Day" event is widely recognized as an explicit, malicious attempt by far-right extremists to ridicule and minimize the sacrifices of those democratic martyrs. For Starbucks' name to be dragged into this is a profound insult to the Korean public.

 The Leadership Risk (Chung Yong-jin): This issue is compounded by the ongoing political controversies surrounding Chung Yong-jin, the Chairman of Shinsegae Group (which operates Starbucks Korea). Chairman Chung has consistently engaged in polarizing far-right activities, including sponsoring "Build Up Korea," an organization widely criticized as the Korean version of the divisive MAGA movement.

The core demographic that propelled Starbucks to become a market leader in South Korea consists of progressive, socially conscious young adults. Today, these customers feel deeply betrayed and disgusted.

Our Position and Demands:

1.We have already initiated a widespread national boycott against Starbucks Korea, and this boycott will continue relentlessly until Starbucks US Headquarters takes clear, acceptable, and accountable actions.

2.We strongly demand that the US Headquarters implement powerful and definitive measures to ensure that the Starbucks brand is never again weaponized by far-right political agendas.

3.To protect the global integrity of the brand from being systematically destroyed by local operators, we strongly urge Starbucks US to reclaim direct ownership and corporate management of Starbucks Korea.

Starbucks has always stood for inclusivity, diversity, and community. Please do not let the reckless actions of a local partner destroy decades of brand loyalty in one of your most profitable markets.

We look forward to your swift and decisive action on this matter.