Following the “Tank Day” controversy at Starbucks South Korea, the coffee franchise market is experiencing a shift in sales. Recent data reveals a change in payment volume among leading coffee chains. Specifically, Tous Les Jours has surpassed Starbucks in payment amounts for the third consecutive month. This marks a notable change after Starbucks consistently led in sales. The “Tank Day” event, where a promotional offer led to stock issues and customer dissatisfaction, appears to be a key factor. The incident sparked criticism and may be influencing consumer preferences, benefitting competitors like Tous Les Jours. This development signals potential long-term impacts on the competitive landscape of the South Korean coffee industry.