Starbucks Korea reclaims top coffee-chain sales spot after controversy
Starbucks Korea surged back to the leading position in September card-payment sales, overtaking A Twosome Place following a months-long slump.
According to Mobile Index's card-spending figures, Starbucks Korea logged roughly 121 billion won in September, up 4.3 percent from the previous month, allowing it to regain the sales lead among South Korean coffee chains. A Twosome Place fell to about 110.5 billion won, marking a drop from August. The shift comes after Starbucks faced backlash for a May 18 "Tank Day" campaign that referenced the anniversary of the 1980 Gwangju Democratic Uprising, leading Shinsegae Group to remove the Korea chief executive and issue an apology.
The chain also halted new product launches and promotions for several months before gradually restarting them in July. Other major coffee brands, including Mega MGC Coffee and Paik's Coffee, reported declines in card payments during the same period. The figures reflect only card transactions and do not capture total revenue or broader consumer confidence.
Why it matters
The rebound shows Starbucks Korea can recover from brand-damage crises and regain market dominance.
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