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Tomotomo Starbucks Ad Controversy: Sponsorship Proceeding Amidst Boycott Calls Following Tank Day?
2026.10.15 09:56
The controversy surrounding Tomotomo's Starbucks advertisement is growing. Reactions are mixed after they uploaded and then deleted a post sponsored by Starbucks Korea amidst the ongoing Tank Day boycott.
If you've been browsing online communities lately, you'll know what I'm talking about 😳
There was a huge commotion as news spread that the Korean-Japanese YouTube couple 'Tomotomo' had uploaded a Starbucks Korea advertisement and then taken it down.
Reactions are pouring in saying, "The 'Tank Day' controversy was just a few months ago, and you're already getting sponsorships??" 🔥
I'll go over what happened, one by one!
1. Tomotomo Starbucks Ad, What Happened?
According to a post uploaded to the community, Korean Starbucks advertisement post on Tomotomo Yuin's Instagram They say this has been uploaded.
✔️ The fact that it was an advertisement for 'Starbucks Korea', not 'Starbucks Japan'.
✔️ The fact that negative comments were deleted as the reaction was bad, and eventually the post itself was deleted.
As these two things became known, the controversy flared up. The interest was so intense that the post in question easily surpassed 40,000 views. 😭
On X (formerly Twitter) as well, reactions saying "I didn't know Tomotomo would be advertising for Starbucks Korea" spread rapidly.
For your reference Tomotomo is this kind of channel It is 👇
Cast: Korean Yu-in (Jang Yu-in) + Japanese Tomo (Yamakawa Tomotsuna)
Subscribers: Approx. 1.07 million
Main Content: Korean-Japanese couple's daily life, travel, mukbang vlog
Update: Yuin has been studying abroad in London since March 2026.
So I saw some comments saying, "Did they rush back to Korea to shoot a commercial?"
2. What is the community reaction? "Advertising already is too much" vs. "Why?"
The reactions were definitely divided.
💬 "It was only a few months ago, and you're already advertising?"
💬 "If you are a YouTuber with many female subscribers, shouldn't you have been a bit more careful?"
💬 "At that level of experience, your 'downfall detection sensor' would usually be very sensitive, so it's fascinating."
on the other way "Why is this a problem?", "The new menu was delicious" There were similar reactions. I even heard talk of a buy-one-get-one-free offer for the Black Glazed Latte and Matcha Glazed Tea Latte. 🍵
also The interpretation is that Starbucks entrusted its advertisements to influencers with many female subscribers in an attempt to win back female customers who had left. It came out too.
3. Revisiting the 'Tank Day' Incident
For those who don't know why people are so sensitive, here's a summary 💡
Starbucks Korea used the term 'Tank Day' for a tumbler discount event on May 18, 2026, the Memorial Day of the May 18 Democratization Movement.
The event was immediately halted following a flood of fierce criticism.
Shinsegae Group dismissed then-CEO Son Jeong-hyun
Chairman Chung Yong-jin personally issued a public apology and conducted history awareness training for all employees.
The controversy was reignited later as some players chanted related slogans at a high school baseball tournament.
The police raided the headquarters and are still investigating the promotion planning process and whether there was intent.
So, that means it's not 'finished business' yet 😥
4. The Aftermath of the Starbucks Boycott in Numbers
The impact on performance was also quite significant.
📉 Q2 2026 Earnings (SCK Company)
Sales of 747.3 billion won (down 6.1% year-on-year)
Operating loss of 18.4 billion won → First quarterly deficit in 27 years since entering Korea in 1999
Operating profit for the first half of the year: 10.9 billion won (down 85.5% from 75.4 billion won last year)
It is said that the cancellation of the representative summer event, 'e-Frequency,' also had a significant impact.
5. Starbucks Recovering, So the Advertising Offensive?
The interesting thing is that signs of recovery are also visible ✨
According to Mobile Index, Starbucks card payment volume in September was approximately 121.08 billion won, reclaiming the number one spot among coffee brands after surpassing Twosome Place for the first time in about five months.
Starbucks has also been making all-out efforts to win back customers by distributing free beverage coupons and 30% food discount coupons to approximately 15 million members, as well as continuing with new menu items and buy-one-get-one-free promotions.
This latest influencer advertisement appears to have emerged amidst this trend. Opinions in the community are sharply divided between those who believe "personal consumption is a matter of personal freedom" and those who argue that "advertising already is too much." 🤔
💡 Frequently Asked Questions (Q&A)
Q. Is the Starbucks ad posted by Tomotomo a Korean ad?
A. Yes, according to a community post, it was an advertisement for a Korean Starbucks, not a Japanese one, and it is known that the post was deleted due to a negative reaction.
Q. When did the Starbucks Tank Day controversy occur?
A. It arose when 'Tank Day' was used as the name for a tumbler event on May 18, 2026, the anniversary of the May 18 Democratization Movement.
Q. How much has Starbucks' sales decreased since Tank Day?
A. In the second quarter, we recorded our first operating loss in 27 years (18.4 billion won), and based on BC Card, cumulative sales from May 19 to October 7 decreased by 15.3% compared to the previous year.
Q. Is the sentiment to boycott Starbucks still ongoing?
A. Although the rate of decline has narrowed and we regained the top spot in payment volume for September, a police investigation is underway and public opinion remains sensitive, as seen in this advertising controversy.
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