How a Starbucks marketing stunt spiralled into mass boycotts in South Korea

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Originally published byThe Guardian

A botched tumbler promotion on the anniversary of a pro-democracy massacre unleashed a boycott, police investigation and political firestorm

It was a PR nightmare: customers smashing Starbucks branded tumblers and mugs as fans deleted loyalty apps and cashed out prepaid balances. Amid the uproar, government ministries cut ties with the coffee chain and apology notices were pasted on Starbucks stores across South Korea.

The initial shock may have passed, but the anger remains.