Shinsegae Chairman Apologizes for Starbucks Korea Campaign

Shinsegae Group Chairman Chung Yong-jin issued a second public apology on Tuesday, May 26, after a Starbucks Korea marketing campaign drew backlash for references to South Korea’s pro-democracy history. Chung, whose group holds a 67.5% stake in Starbucks Korea, said the promotion caused pain and anger among victims’ families and the broader public. The company cancelled the campaign and replaced senior management after the reaction.

The controversy centered on a May 18 promotion that branded the date “Tank Day,” the anniversary of the 1980 Gwangju Uprising, when a military crackdown targeted pro-democracy protesters. The marketing push promoted a large tumbler the company called a “tank.”

Starbucks Korea also used the slogan “Thwack it on the table!” which many people interpreted as a reference to a 1987 police statement connected to the death of student activist Park Jong-chol. The promotion prompted immediate public outrage and was pulled within hours, according to officials and the company.

Police opened an investigation after receiving complaints from families of Gwangju victims. Chung said responsibility lay with management and asked the public not to direct anger at store staff.

Boycott calls and official reaction

The episode triggered calls for boycotts and reports of sharply lower sales. Government officials, including Interior and Safety Minister Yoon Ho-jung, said Starbucks products would no longer be used at government events.

Shinsegae said it would cooperate with the police inquiry. A senior executive said the company had not found conclusive evidence that marketing employees intended to mock the pro-democracy movement, and employees have denied that allegation.

Internal review and possible dismissals

Shinsegae said some employees declined management requests to hand over smartphones during a weeklong internal review, and the company will consider the results of the police inquiry. Shinsegae said any employee found to have intentionally ridiculed the pro-democracy movement would be fired.

The company has not said when the investigation will conclude. Officials and the company said the next steps will depend on police findings and internal disciplinary decisions.