Dookki Faces Backlash Over Taiwan WBC Promo Tied to Anti-Korean Sentiment
A Korean fried-dish chain operating in Taiwan drew criticism after a local promotional post linked to the World Baseball Classic (WBC) sparked accusations of anti-Korean sentiment. Online communities in Taiwan circulated a captured post showing a Dookki store in Taiwan with the owner kneeling and holding a sign that read, in effect, “Sorry for manipulating the score,” in the context of discussions about Korea’s progress to the WBC quarterfinals.
The post advertised a March discount, offering a two-person set for 540 Taiwan dollars (about 25,000 Korean won). The sign in the photo also included the line “Adults do not blame tteokbokki.” The post was deleted after the backlash grew, but screenshots circulated widely.
Taiwanese netizens criticized the post, saying it disparaged Korea’s national baseball team and used anti-Korean sentiment to market food. The controversy invoked references to a 4-5 loss in a WBC matchup between Korea and Taiwan, and terms like “manipulation” were used in relation to that game, as well as a separate match against Australia.
Dookki responded with an official statement, saying the post was created and promoted by a local Taiwan partner without the involvement of the company’s headquarters. The brand apologized for causing discomfort and disappointment, stating its mission is to promote Korean food globally and that the incident was the result of a partner’s actions.
The company said it immediately requested the local partner to delete the post and to take steps to prevent a recurrence. It emphasized that the event was planned by the Taiwan partner and not by the headquarters.
For U.S. readers, the incident highlights how cross-border marketing tied to sports events and national sentiment can backfire in diverse markets. It underlines the reputational risks for Korean brands expanding abroad, the importance of governance over partner-led campaigns, and the potential impact on brand trust in both Asia and North America.
Beyond Korea, this episode shows how branding tied to high-profile sports events can quickly raise sensitive political or cultural issues. U.S. retailers and food brands operating internationally may need clearer oversight of regional promotions to avoid unintended offense and protect market access in key markets.