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Seoul, Oktober 13, 2026 – Starbucks Korea has reclaimed its position as South Korea’s top coffee chain, records US$116 million in card payments in September.
The figure marks a 4.3 percent increase from August and places the brand ahead of rival A Twosome Place, which slipped to 110.5 Won billion, down 6.4 percent.
The reversal ends four months of Starbucks trailing its competitor, underscoring a significant recovery after the “Tank Day” controversy.
The controversy erupted in May when Starbucks Korea launched a tumbler discount campaign coinciding with the anniversary of the 1980 Gwangju Democratic Uprising.
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The campaign’s name, “Tank Day,” drew sharp criticism for appearing to trivialize a historic moment of military repression.
Public backlash was swift, prompting Shinsegae Group, the operator of Starbucks Korea, to dismiss its chief executive, issue a formal apology, and introduce mandatory history education for employees.
In the immediate aftermath, Starbucks suspended new product launches and promotional campaigns until July, adopting a cautious approach to marketing.
Gradual reintroductions of promotions and seasonal offerings have since helped the chain regain momentum.
Analysts note that while card payment data reflects a rebound, it does not capture prepaid cards or mobile vouchers, leaving some uncertainty about the full extent of revenue recovery.
Other coffee chains also reported declines in September, highlighting the volatility of the market. Mega MGC Coffee recorded 94.75 Won billion in card payments, down 3.2 percent, while Paik’s Coffee fell 6.4 percent to 22.94 Won billion.
The broader slowdown suggests that Starbucks’ resurgence is not simply a reflection of overall market growth but rather a brand specific recovery.
Consumer sentiment, however, remains fragile.
While sales figures indicate that negative perceptions are easing, industry observers caution that reputational damage from cultural missteps can linger.
Starbucks Korea’s ability to sustain its lead will depend on consistent sensitivity to local history and consumer expectations.
The episode underscores the risks global brands face when navigating cultural contexts in competitive markets.
Starbucks Korea’s rebound demonstrates resilience, but the controversy serves as a reminder that trust, once shaken, requires careful stewardship to rebuild.
