Source: Sisa Journal · 경제

What happened

Consumer boycott pressure on Starbucks Korea has eased enough that major card issuers and banks are restarting co-branded marketing they paused after the “Tank Day” controversy. Shinhan Card began selling its Starbucks co-branded card this month, KB Bank rolled out a second limited-edition Starbucks-linked account on Sept. 1, and Woori Card’s Starbucks-affiliated card issuance has climbed sharply from its post-controversy trough.

The shift marks a reversal from spring, when lenders pulled back. Card companies delayed new Starbucks tie-ins or reviewed launch schedules, and several banks swapped Starbucks mobile coupons in customer events for rival coffee brands. With estimated Starbucks card-payment volume rising again and gift-platform rankings recovering, the financial sector is betting the brand’s daily-use loyalty mechanics are worth re-engaging.

The breakdown

Shinhan Card launched the “Starbucks Shinhan Card” in September, offering up to 30 Starbucks stars per month based on prior-month spending. The product had been planned for the first half of 2026 but was postponed when Starbucks’ marketing dispute flared.

KB Bank, which last year became the first Korean bank to offer a Starbucks-linked “KB Byeolbyeol Account,” released “KB Byeolbyeol Account 2” on Sept. 1 with a cap of 300,000 accounts — 100,000 more than last year’s limit. Customers who register the account in the Starbucks app and pay 3,000 won or more via account-based simple payment on manufactured drinks can earn up to 15 stars, scaled to payment frequency.

Woori Card’s “Star Travel Woori Card” shows a sharp issuance rebound. Launch-month April volume was 9,606 cards; it plunged to 1,134 in May, immediately after the controversy. By July, issuance was up 273% from June, and last month rose 664%, suggesting much of the shock has faded.

During the backlash, Gwangju Bank stopped paying Starbucks mobile coupons, and NH Nonghyup Bank switched event prizes to Twosome Place coupons, saying it would weigh social sentiment when picking rewards. Industry officials told Sisa Journal that brands with heavy daily use and loyal customers — like Starbucks — remain effective for pulling routine payments into bank and card ecosystems, because “stars” feel more rewarding than flat discounts.

Payment data supports the thaw. IGAWorks Mobile Index figures cited in the report put Starbucks’ estimated credit- and debit-card payment volume at 116.12 billion won last month, up 5.5% from July after dipping to 100.39 billion won in June. Starbucks-related items also reclaimed top spots in KakaoTalk Gift’s cafe category.

Why it matters outside Korea

Starbucks Korea’s rebound is a case study in how quickly a global brand’s local reputation can freeze partner marketing — and how fast financial institutions re-price that risk when payments recover. For multinational banks, card networks, and consumer brands operating in Korea, the episode shows co-marketing pipelines can pause overnight when a domestic controversy spikes, then restart once transaction data stabilizes.

What travelers and expats should watch

• New co-branded products this month: Shinhan’s Starbucks card and KB’s capped 300,000-account “Byeolbyeol Account 2” may offer better star accrual than generic cards — compare fee schedules and monthly spend thresholds before switching primary payment methods.
• Event-prize reversals: Banks that replaced Starbucks coupons with Twosome Place or other brands during the boycott may quietly restore Starbucks rewards if issuance keeps recovering; check current promotion pages before assuming prizes still exclude the brand.

Context

Read this as financial institutions timing co-marketing to measured payment recovery, not as proof the Tank Day dispute is fully settled in public opinion. Sisa Journal’s reporting pairs renewed product launches and surging Woori Card issuance with still-cautious language from industry sources, who say future tie-ins must weigh reputation risk alongside customer reach.

Source

Sisa Journal · 경제: 불매 기류 잦아드니 다시 손잡나…금융권, ‘스타벅스 마케팅’ 재시동 — Korean original; paraphrased for briefing. Soft briefing only — not personalized banking, tax, or investment advice.