Translation is a significant hurdle for multinational companies aiming to operate globally. However, it is not the only challenge they face.
On July 1, 2026, visitors could observe North Korea from a South Korean viewpoint, with a Starbucks in proximity. Such international settings pose unique challenges for businesses.
Author Karen Stollznow, from The Conversation, an independent and nonprofit news organization, emphasizes the importance of understanding these difficulties. The Conversation collaborates with researchers and scientists to offer insights into the complex world businesses navigate.
In one prominent case, Starbucks Korea launched a promotional campaign on May 18, 2026. The campaign focused on reusable tumblers labeled as ‘tanks’ during an event called ‘Tank Day’. While intended as a clever marketing strategy, it quickly became a public relations fiasco.