Starbucks regains top spot in Korea with 121.08 billion won, IGAWorks says

Starbucks reclaimed the top spot in South Korea’s coffee brand rankings by credit and debit card estimated spending in September, reaching 121.08 billion won, according to data from AI tech firm IGAWorks’ Mobile Index reported by Yonhap News. The 4.3% increase from August figures follows a five-month slump triggered by a controversial marketing event.

Card Spending Rebounds Across Three Consecutive Months

September’s figures mark the third straight month of recovery for Starbucks following a contraction earlier in the year. Monthly estimated card spending dropped to a low of 100.39 billion won in June before climbing to 110.06 billion won in July and 116.12 billion won in August. Industry observers attribute the upward trajectory to fading fallout from the May controversy alongside the resumption of marketing campaigns, new product rollouts, and customer benefit programs.

The spending figures rely strictly on credit and debit card transaction estimates. They exclude proprietary prepaid reloadable cards and mobile gift vouchers, meaning the data does not capture the entirety of brand revenue or the full scope of customer loyalty recovery.

Starbucks Regains Lead over Touslesjours in Card Spending

The rebound displaced Touslesjours, which had outpaced Starbucks in card spending for four consecutive months between May and August. Touslesjours recorded 110.5 billion won in September card spending, marking a 6.4% decline from August’s 117.99 billion won and trailing Starbucks by approximately 106 billion won. Touslesjours had maintained a narrow lead of roughly 70 billion won in July and about 19 billion won in August before relinquishing the top position.

Origins of the May Marketing Controversy

The volatility in market share stems from a public backlash that began on May 18, when Starbucks utilized terms including “Tank Day” during a tumbler discount promotion. The phrasing drew widespread criticism across online platforms and social media. Shinsegae Group Chairman Chung Yong-jin subsequently issued a public apology, and the company suspended summer product releases and promotional events before gradually restarting new product launches and customer benefit programs in July.