Starbucks reclaims top spot among coffee brands, overtaking Twosome

Starbucks reclaimed the top spot among coffee brands in South Korea last month by estimated credit and debit card payments — five months after the so-called "Tank Day" controversy.

According to Mobile Index, a data service run by AI tech firm IGAWorks, Starbucks' estimated credit and debit card payments in September reached 121.08 billion won ($90.4 million), up 4.3 percent from 116.12 billion won the previous month.

Starbucks' payment figures had fallen as low as 100.39 billion won in June before recovering to 110.06 billion won in July and 116.12 billion won in August, marking three consecutive months of growth through September.

Twosome Place, which had risen to No. 1 while Starbucks' numbers declined, posted 110.5 billion won in September — a 6.4 percent drop from 117.99 billion won the month before. Twosome had outpaced Starbucks in estimated card payments for four consecutive months from May through August.

Industry observers say the gradual fading of the controversy, combined with Starbucks' resumed marketing activities — including new product launches and customer perks — likely contributed to the recovery in payment figures.

The controversy began on May 18, the anniversary of the May 18 Gwangju Democratization Movement, when Starbucks Korea used the phrase "Tank Day" and similar expressions in a tumbler discount promotion, drawing widespread criticism. As public backlash grew, Shinsegae Group dismissed the head of Starbucks Korea, issued a public apology, and suspended the planned launch of summer products and promotional events.

Meanwhile, Mega MGC Coffee ranked third with estimated payments of 94.75 billion won in September, down 3.2 percent from 97.87 billion won the previous month. Paik's Coffee posted 22.94 billion won, a 6.4 percent decline from 24.51 billion won the month before.

The figures are estimates based on credit and debit card transaction data and do not reflect total sales, which would include payments made through the chains' own prepaid cards and mobile gift vouchers.