Shinsegae chief to issue in-person apology over Starbucks Korea’s ‘Tank Day’ marketing controversy
Shinsegae Group Chairman Chung Yong-jin
Shinsegae Group Chairman Chung Yong-jin is set to issue a public, in-person apology on Tuesday over the controversy surrounding Starbucks Korea’s recent marketing campaign, which has drawn public backlash after critics said it inappropriately referenced Korea’s pro-democracy movement of the 1980s.
“Chairman Chung Yong-jin plans to offer a direct apology to all those who were hurt by Starbucks Korea’s inappropriate marketing campaign carried out on the anniversary of the May 18 Uprising,” the group said in a press statement, Sunday. E-mart, an affiliate of Shinsegae Group, is the largest shareholder of Starbucks Korea.
It added the venue will be held at Josun Palace in southern Seoul, a hotel owned by the group.
The apology comes after the coffee chain launched a tumbler-related promotional event titled “Tank Day” on May 18, the date marking the annual commemoration of the Gwangju Democratic Uprising. The campaign drew criticism as the title was seen as evoking military vehicles used during the 1980 Gwangju crackdown under the military junta of Chun Doo-hwan, who became president later that year.
In addition, the promotion used the phrase “Put it on the table with a sound of ‘Tak!’” which critics said alluded to wording associated with the 1987 death of student activist Park Jong-chul, an incident that became a catalyst for Korea’s democracy movement.
In response to the backlash, Chung issued an apology, while dismissing Starbucks Korea CEO Sohn Jeong-hyun, who took responsibility for the incident.
However, the controversy has intensified amid scrutiny of Chung’s political views, including his past use of the term “myeolgong,” meaning “eradicate communism,” on social media. The incident has contributed to a broader public backlash and calls for a boycott of Starbucks Korea.
Since the controversy emerged, President Lee Jae Myung has also criticized the campaign on multiple occasions, while a civic group has filed a complaint with the Seoul Metropolitan Police Agency against Chung and Sohn for insult and defamation.
Starbucks Global described the controversy at Starbucks Korea as an “unacceptable marketing incident” and said it is implementing stronger internal controls and review standards following the backlash in Korea.
Along with the apology, the group also plans to disclose the results of an internal investigation into the promotional event.
