Shinsegae Chairman Apologizes After Starbucks Korea's Controversial Campaign

Shinsegae Group chairman Chung Yong-jin issued a public apology Tuesday following a controversial marketing campaign by affiliate Starbucks Korea that evoked memories of the May 1980 Gwangju Uprising. The 'Tank Day' promotion, intended to promote the coffee brand's Tank Series travel tumblers, coincided with the anniversary of the pro-democracy movement.

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.

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.

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.

South Korea's Interior Minister Yun Ho-jung announced that his ministry would stop offering products from companies that 'make light' of the country's democratic history. Yun described Starbucks Korea's campaign as 'anti-historical conduct' and urged other organizations and the public to follow the ministry's example.

The Interior Ministry oversees government administration, disaster, and safety management. Minister of Patriots and Veterans Affairs Kwon Oheul also criticized Starbucks in a post on X, saying his ministry would strengthen monitoring to prevent the spread of false information related to the uprising.

The uproar has prompted boycott calls from consumers on social media platforms, and complaints filed to the police against Chung Yong-jin, according to Seoul police. Civil servant unions have called on their members to boycott Starbucks Korea over a promotional event that evoked painful memories of a brutal military crackdown on the 1980 pro-democracy movement.

The Korean Government Employees' Union sent notices to its branches nationwide asking its members to boycott the coffee franchise, taking issue with the 'Tank Day' event. The Confederation of Korean Government Employees' Unions also issued an advisory calling on its members not to use Starbucks gift cards.