[Alpha Biz= Paul Lee] Card issuance linked to Starbucks in South Korea has sharply declined, while cancellations have surged, following controversy over its recent “Tank Day” marketing campaign, according to an exclusive report by ETNews.
Data submitted by Woori Card and Samsung Card show that issuance of the Starbucks-affiliated “Star Travel Woori Card” fell to 1,134 in May, down 88.2% from 9,606 in April, the first month of its launch. Cancellations rose 67.8% month-on-month to 203.
A comparison before and after the May 18 campaign further highlights the shift. Between May 1–17, there were 865 new issuances and 73 cancellations. From May 18–31, issuances dropped to 269, while cancellations increased to 130.
A similar trend was observed for Starbucks-branded cards issued by Samsung Card. Issuance in May fell to 83—the lowest since launch—while cancellations rose to a record 276, with roughly 70% occurring after the controversial campaign.
The backlash is linked to a consumer boycott following criticism that the campaign contained insensitive references related to South Korea’s May 18 democratic movement.
The impact has extended to future partnerships. Shinhan Card is reportedly reconsidering the launch schedule of its planned Starbucks-affiliated card.
Co-branded credit cards typically rely on strong brand loyalty, but the current controversy has weakened consumer sentiment toward Starbucks, directly affecting related financial products.
Industry officials noted that card issuers often have limited control over branding decisions, making them vulnerable to reputational risks tied to partner companies.
Alphabiz Reporter Paul Lee(hoondork1977@alphabiz.co.kr)
