06/17/2026
Starbucks Korea launched a campaign to promote a new product. Hours later, the conversation had shifted from the product to the brand itself.
The controversy arose because the campaign coincided with a particularly sensitive date for South Korean society: the anniversary of the 1980 Gwangju Uprising, one of the most significant events in the country's democratic history.
What followed is an interesting case study for any communications and reputation management professional: massive criticism, the withdrawal of the campaign, public apologies, and concrete steps to regain trust.
Beyond the tools used during the creative process, this case demonstrates a reality that no organization should ignore: people don't interpret messages solely by what they say, but also by the context in which they receive them.
Because reputation isn't just about what a brand communicates.
It's also about what society understands.
Swipe to learn about the full case and the reputational lessons it offers.
Visit: https://reputationup.com/
