Dopo la "cronaca dei carri armati" arriva la "razzia".

A major law enforcement operation has taken place at the headquarters of Starbucks South Korea in Seoul following a controversial marketing campaign that sparked public outrage. The operation, which occurred on Wednesday, was reportedly directed against senior executives within the company. According to local media reports, police had already initiated investigations into Starbucks Korea in May over alleged defamation, and further scrutiny revealed deficiencies in internal reviews of the contentious “Tank Day” campaign, which was abruptly halted after drawing widespread condemnation. The “Tank Day” campaign, launched around the date of May 18, centered on a stainless steel thermos named “SS Tank,” with the day itself being declared as “Tank Day.” The term “Tank” was used in double meaning, referring both to tanks and containers, though this interpretation was widely criticized. The choice of date coincided with the anniversary of the Gwangju Uprising, a pivotal moment in South Korean history when military forces suppressed peaceful demonstrations in 1980, resulting in hundreds of deaths and thousands of injuries. The campaign’s timing and phrasing were perceived as insensitive, prompting immediate backlash. Public reaction was swift and severe. Civil society groups called for a boycott of Starbucks, while videos circulated online showing individuals destroying Starbucks mugs and cups. President Lee Jae Myung expressed anger over the campaign, calling it offensive. A citizens' initiative subsequently filed a complaint against Chung Yong Jin, chairman of the Shinsegae Group, which holds the majority stake in Starbucks Korea, accusing him of defaming victims of the uprising and their families. In response to mounting pressure, Starbucks Korea took several measures. On June 22, all employees were required to attend mandatory history lessons, and approximately 2,000 stores across the country were closed early. The company stated these actions aimed to foster stronger historical awareness and higher ethical standards. The training covered topics such as recent Korean history, gender issues, labor rights, human rights, and hate speech. The chief executive of Starbucks Korea was also dismissed for inappropriate marketing practices, and the company's leader publicly apologized during a televised press conference, bowing repeatedly to show remorse. Internal investigations have also been launched to determine how the campaign came to be. It appears parts of the campaign were created using artificial intelligence, and some senior managers failed to properly review its content before launch. While the company described the situation as a combination of unfortunate circumstances, critics argue that the campaign reflected a lack of sensitivity toward national history and social values. The ongoing legal proceedings and public scrutiny continue to weigh heavily on Starbucks Korea. As the company works to address the fallout, the incident highlights broader concerns about corporate responsibility and cultural awareness in business strategies. With the investigation still underway, the outcome could have lasting implications for the brand’s reputation in South Korea.