Shinsegae Group chairman Chung Yong-jin issued a public apology Tuesday following a controversial marketing campaign by affiliate Starbucks Korea that evoked memories of a historical massacre. The 'Tank Day' promotion, intended to promote the coffee brand's Tank Series travel tumblers, coincided with the anniversary of the May 1980 Gwangju Uprising.
Key Takeaways
Shinsegae Group chairman Chung Yong-jin issued an apology after Starbucks Korea's controversial 'Tank Day' promotion sparked outrage for evoking a historical massacre. The campaign coincided with the anniversary of the Gwangju Uprising, leading to widespread criticism and calls for boycotts.
- Shinsegae Group chairman apologizes for inappropriate marketing campaign
- Starbucks Korea fires CEO Sohn Jeong-hyun over 'Tank Day' promotion
- Campaign evoked memories of military crackdown on pro-democracy demonstrators in 1980
- Promotion canceled hours after launch, with both local and U.S. headquarters issuing apologies
The campaign sparked widespread outrage and criticism from both the public and President Lee Jae Myung, who condemned it on social media. Starbucks Korea quickly apologized and canceled the promotion, stating that the Tank product was one of three tumbler series scheduled for release this month.
In response to the backlash, Starbucks Korea fired its CEO, Sohn Jeong-hyun. Chung Yong-jin expressed deep regret and took responsibility for the incident. He pledged to thoroughly overhaul Shinsegae Group's decision-making system to prevent similar incidents in the future.
The head office of Starbucks in the United States also apologized, acknowledging that 'while unintentional, this should never have happened.' The controversy has drawn attention to Chung Yong-jin's past controversial statements and actions. According to BBC, Shinsegae Group owns a majority stake in Starbucks Korea.
The Gwangju Uprising is one of the most politically sensitive days in South Korea's calendar, commemorating the 1980 democratization movement in Gwangju. The campaign's slogan 'Tank Day' evoked the armored vehicles used by the military regime to crush the uprising. The promotion also featured a phrase that echoed a dictatorship-era cover-up of torture.
The controversy has led to calls for boycotts against both Starbucks Korea and Shinsegae Group, with many expressing outrage on social media platforms. President Lee Jae Myung criticized the campaign as 'insulting' to the victims and their families.
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