Seattle is the city of Starbucks. Walking through its streets, one easily spots Starbucks stores with their green signs. The first Starbucks store (opened in 1971), tucked into an alley of Pike Place Market, the city's famed fish market, is always crowded with tourists.
The company name was taken from "Starbuck," the first mate in Herman Melville's novel "Moby-Dick." It embodies the spirit of adventure and challenge, of pushing through rough seas to hunt the white whale. The round logo symbolizes the "Siren" of Greek mythology — a sea nymph who lured sailors with her enchanting songs and wrecked their ships. Odysseus, the hero of the Trojan War, sealed his sailors' ears with wax and lashed himself to the mast, completing his voyage home without succumbing to the Siren's song.
Starbucks' "coffee voyage" targeting the global market knows no bounds. Operating more than 40,500 stores in over 80 countries worldwide, the company posted revenue of $37.7 billion (approximately 53 trillion won) last year. In Korea, it opened its first store in front of Ewha Womans University in 1999. Starbucks Korea was established through a joint investment with Shinsegae Group, and in 2021, Shinsegae Group acquired the headquarters' stake, becoming the largest shareholder with 67.5% ownership. Korea ranks second with 38.6 stores per million people, trailing only the United States (51.7), reflecting Koreans' exceptional affection for Starbucks. The Korean unit achieved record revenue of 3.238 trillion won last year.
As the saying goes, good fortune invites mishaps. Starbucks Korea ran into trouble with its "Tank Day" promotion held on the anniversary of the May 18 Gwangju Democratization Movement. Shinsegae Group Chairman Chung Yong-jin bowed his head, calling it "inappropriate marketing that cannot be condoned," while Starbucks headquarters said it "apologizes to the victims of the tragedy." Foreign media including The New York Times reported on the reaction of Korean citizens, saying it had "sparked outrage." Behind brilliant success, the shadow of complacency always looms. The Siren seems to be warning: "Do not be swayed by temptation. Stay the course."
