South Korean retail leader Chung Yong-jin made a second public apology as the Starbucks Korea branch, partially owned by his company, Shinsegae Group, faces heavy criticism. This scrutiny follows a marketing campaign that many perceive as insensitive to victims of a 1980 military crackdown on pro-democracy activists.
Chung, who oversees Shinsegae Group’s 67.5% stake in Starbucks Korea, appeared on television to express remorse. He apologized to the families affected by the dictatorship’s violence and to the South Korean public. The controversy arose when Starbucks Korea attempted to market a large tumbler size called a “tank” by promoting May 18 as “Tank Day.” This coincides with the anniversary of the Gwangju Uprising, where the military’s brutal intervention resulted in numerous deaths and injuries.
The campaign further fueled public outrage with its slogan, “Thwack it on the table!” Many interpreted this as a callback to a controversial 1987 police statement that attempted to obscure the torture death of student activist Park Jong-chol by claiming he died suddenly after a loud desk slap.
Shinsegae quickly retracted the promotion and dismissed Starbucks Korea’s CEO amid the backlash. Authorities are investigating due to complaints from relatives of the Gwangju victims. Chung urged the public to refrain from venting at Starbucks employees, emphasizing that leadership is accountable.
Chung’s initial apology, issued on May 19, acknowledged the deep pain inflicted on the May 18 Democratization Movement victims and their families, as well as on the public. Jeon Sangjin, a senior executive at Shinsegae Group, mentioned that while there’s no conclusive proof employees intentionally mocked the pro-democracy movement, some employees resisted management’s requests for phone inspections during an internal review. Any employee found guilty of intent to ridicule would face termination based on police inquiry results.
Public calls for boycotts have grown, with figures like Interior and Safety Minister Yoon Ho-jung announcing that Starbucks products won’t be consumed in government events, citing the chain’s “anti-historical behavior.” President Lee Jae Myung condemned the campaign on social media, decrying it as a display of “inhumane and disgraceful behavior” from those who disregard human rights and democratic values.
The Gwangju crackdown occurred after General Chun Doo-hwan’s late 1979 coup. Official records indicate about 200 deaths during the incident, though activists claim the real number was higher. Chun’s regime faced massive protests, leading to a 1987 constitutional amendment introducing direct presidential elections, marking a pivotal moment in South Korea’s democratization.