[Yonhap]
[Yonhap]

Starbucks Korea's monthly app user count fell by about 1.13 million in June, while estimated card payment totals dropped 20.8 billion won ($13.4 million), according to new data.

Mobile Index, a data platform run by AI data-tech firm IGAWorks, tracked Starbucks Korea's monthly active app users at about 7.06 million in June, down from about 8.19 million in May.

The decline of about 1.13 million users represents a drop of 13.8 percent.

The sharp fall in users was accompanied by a significant decline in card spending.

Estimated credit and debit card payments at Starbucks Korea totaled 100.39 billion won in June — the lowest monthly figure in eight months, since last November.

That was down 20.8 billion won, or 17.2 percent, from 121.19 billion won the previous month, marking a second consecutive monthly decline after April's 134.3 billion won.

Monthly payment totals had fluctuated since reaching 147.4 billion won last November, but the pace of decline accelerated from May onward.

The figures cover estimated domestic credit and debit card transactions only and exclude corporate bank transfers, cash, gift certificates, simple payment services and in-app purchases.

Starbucks Korea's share of users among food, beverage and membership apps fell to 42.3 percent in June, down 5.4 percentage points from 47.7 percent the previous month.

In the first week of July (July 1 through July 7), app users totaled about 3.99 million, up 3.6 percent from the final week of May. Payment totals for the same period rose 12.8 percent to 24.21 billion won.

[Yonhap]
[Yonhap]

The trouble began when Starbucks Korea used the term "Tank Day" during a tumbler discount promotion on May 18, the anniversary of the May 18 Gwangju Democratization Movement, drawing widespread criticism.

Shinsegae Group, Starbucks Korea's parent company, dismissed the head of Starbucks Korea, and Chairman Jeong Yong-jin issued a public apology. On June 22, the company held a history education session for all employees.

While payment and user figures showed a brief recovery early in June, both monthly metrics ultimately worsened for a second consecutive month.


ygmoon@heraldcorp.com