When Starbucks Korea promoted its series of reusable tumblers called “tanks” with a “Tank Day” campaign on May 18, 2026, it probably seemed like a fun marketing idea.

Instead, it spiraled into a public relations crisis.

Executives failed to account for the fact that May 18 also coincides with the anniversary of the South Korean military’s deadly suppression of the 1980 Gwangju Uprising, a mass, pro-democracy protest against the country’s military government. Authorities used armored vehicles and helicopters to suppress the uprising and make widespread arrests. The official death toll was around 200, but some scholars and activists argue the true number may have reached 2,000.

For this reason, Starbucks’ “Tank Day” promotion immediately incited protests, calls to boycott the coffee chain and wall-to-wall news coverage in South Korea. The company was compelled to apologize, pull the campaign and launch historical awareness training for all employees.

As a linguist who studies language, meaning and culture, I am fascinated by these marketing mishaps, which highlight a long-standing challenge for global brands.

When people hear about marketing blunders abroad, they often assume the problem is a poor translation.

Sometimes it is. More often, though, the issue is tied to culture, which global brands ignore at their peril. That’s because a slogan’s or promotion’s meaning is influenced by history, social norms and local associations, all of which can dramatically alter how a message is received.

When words cross........

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