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Conservative commentator and head of Cho Gap‑je TV, Cho Gap‑je, warned that the Starbucks boycott — which has spread through government ministries and the broader public sector — could be perceived as an anti‑American campaign orchestrated at the state level.
On May 22, Cho wrote on his Facebook page that an example of a boycott carried out in the name of the state against a private company was the 1933 Nazi boycott of Jewish businesses.
He invoked Joseph Goebbels, Nazi Germany’s propaganda minister, and argued that blaming an entire company for the actions of a few employees is classic racial incitement and reflects a totalitarian mindset that violates constitutionally guaranteed principles of individual freedom and personal responsibility.
On May 18, the anniversary of the May 18 Democratic Movement, Starbucks Korea ran a tumbler promotion that used phrases such as “Tank Day” and “Desk‑slam,” drawing accusations of historical distortion and insults to victims.
As criticism mounted that the company belittled the May 18 movement, Shinsegae Group dismissed former Starbucks Korea CEO Son Jeong‑hyun and the executives responsible. Shinsegae Chairman Jung Yong‑jin issued a public apology on May 19, saying, “We have deeply wounded the spirits of the May 18 martyrs, their families, and the public.”
But the controversy has continued to expand. On May 21, Interior and Safety Minister Yoon Ho‑jung wrote on X (formerly Twitter) that government agencies, including his ministry, have long used mobile vouchers such as coffee coupons for surveys, contests and civic engagement events. He said the ministry will not provide products from companies that treat the history and values of democracy lightly or use them as commercial material.
The Defense Ministry said it is considering terminating the “Hero Program,” the troop‑welfare agreement signed with Starbucks Korea in April, and has temporarily suspended initiatives such as beverage support for remote units.
On May 21, the Korean Government Employees’ Union distributed a notice to all branches titled “Request to Join the Starbucks Boycott over Hate‑Marketing Controversy Including Denigration of the May 18 Democratic Movement.” The union, which lists democracy and human rights among its core principles, said it views the matter gravely and urged all branches to participate in a full boycott, arguing that Starbucks trampled democratic values and human rights and distorted history.
Also on May 21, President Lee Jae‑myung visited Iksun‑dong in Jongno District, Seoul, with aides. Blue House chief spokesperson Kang Yoo‑jung said the president stopped at a nearby coffee shop, ordered a hot Americano from the kiosk, and asked, “That’s not their coffee, right?”
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