South Korean Retailer Apologizes for Controversial Starbucks Campaign

In recent events, South Korean retail magnate Chung Yong-jin, the chairman of Shinsegae Group, issued a formal apology. He addressed the public backlash against Starbucks Korea’s recent marketing campaign, which was perceived as insensitive towards the victims of the 1980 military crackdown in Gwangju.

During a televised statement, Chung apologized to the families of the pro-democracy activists. He expressed regret for a campaign that attempted to promote a large tumbler size labeled as a “tank” on May 18, a day that marks the anniversary of the Democratic Uprising in Gwangju. The campaign used the slogan “Thwack it on the table!” which recalled a notorious 1987 police phrase linked to the cover-up of student activist Park Jong-chol’s death.

Public outrage was swift. Shinsegae responded by canceling the campaign and replacing the CEO of Starbucks Korea. Police initiated an investigation following complaints from families of victims in Gwangju. Chung emphasized that the responsibility lies with management and asked the public to refrain from directing frustrations towards shop staff.

Chung first apologized on May 19, acknowledging the pain caused by the campaign. Jeon Sangjin, a senior executive at Shinsegae, noted the absence of evidence indicating intentional mockery by Starbucks Korea employees. Despite this, some employees did not comply with requests to submit smartphones for internal review. The investigation continues, and any deliberate misconduct will lead to terminations.

Calls for boycotts have grown, with government officials such as Interior and Safety Minister Yoon Ho-jung criticizing the chain’s actions. President Lee Jae Myung criticized the campaign’s insensitivity on social media, describing it as conflicting with the principles of the South Korean community.

The Gwangju crackdown was a response to General Chun Doo-hwan’s coup in 1979. Government records state that around 200 people died, though activists believe the toll was higher. Chun’s regime faced nationwide protests in 1987, leading to constitutional changes and the commencement of South Korea’s shift to democracy.