A Brewing Storm in Seoul: When Marketing Meets Historical Trauma The recent marketing misstep by Starbucks in South Korea has ignited a firestorm that threatens to engulf more than just the coffee chain's local operation.
Chung Yong jin, chairman of Shinsegae Group and majority owner of Starbucks Korea, apologized twice for an ad campaign that many saw as mocking the victims of the 1980 Gwangju Uprising, a brutal crackdown on pro democracy protesters by South Korea's military dictatorship.
At first glance, this appears to be another case of tone deaf marketing gone wrong. However, upon closer inspection, it becomes clear that the issue is far more complex.