SEOUL, South Korea — The head of Starbucks in South Korea has issued a public apology as the company grapples with criticism over a marketing campaign perceived as disrespectful to victims of the country’s pro-democracy movement.
Starbucks has operated in South Korea since 1999. On May 18, the company planned to start selling a large drink tumbler labeled a “tank,” coinciding with “Tank Day.” This date is significant as it marks the anniversary of a 1980 military crackdown in Gwangju, where democratic activists faced violence from troops, tanks, and helicopters.
The campaign’s slogan, “Thwack it on the table,” further offended many, recalling a police explanation from 1987 claiming student activist Park Jong-chol died abruptly after an officer allegedly hit the desk, rather than being tortured.
Chung Yong-jin, chairman of Shinsegae Group, which holds the majority stake in Starbucks Korea, publicly apologized, stating the company would investigate the campaign’s insensitivity. He emphasized that all employees of Shinsegae Group, himself included, would remember the sacrifices made in South Korea’s history and work to better understand public sentiment.
Chung implored the public not to direct anger toward Starbucks employees, and bowed three times in a televised statement seeking forgiveness.
The apology marked his second within two weeks. Even after the dismissal of Starbucks Korea CEO Sohn Jeong-hyun for an “inappropriate” campaign, public dissatisfaction persisted.
Government figures are echoing calls for boycotts. The interior minister pledged that his ministry would not offer vouchers from companies that trivialize South Korean history. Recently, protesters in Gwangju shattered Starbucks merchandise, expressing their disapproval.
President Lee Jae Myung criticized the campaign, denouncing it as an affront to community values, human rights, and democracy.
As South Korea approaches local elections, the incident has intensified political tensions. Kim You Kyung, a professor at Hankuk University, remarked that the timing was particularly unfavorable.
Starbucks enjoys popularity in South Korea, amplifying disappointment among consumers. In a recent phone interview, Kim highlighted the strong sentiment against Starbucks as a result of the campaign.
The Shinsegae Group clarified that there was no deliberate mockery of the pro-democracy movement by the marketing team. Nevertheless, investigations continue, with three employees refusing to provide their mobile phones for examination.
All five marketing staff involved in the campaign have been dismissed. The company stated its cooperation with a police investigation prompted by complaints from victims’ families.
Executives face civil and criminal accountability should intent be established.
The Democratic Party deemed Chung’s apology necessary but inadequate, demanding transparency on the investigation and cooperation in further probes.
The conservative People Power Party criticized the uproar as “consumer censorship,” citing instances where similar actions led to repercussions against celebrities.
Despite the political dynamics, Kim stressed the legitimacy of public grievance, noting that this controversy should alert global brands to the importance of cultural and historical sensitivity.
Especially for American and developed-country brands expanding internationally, this serves as a cautionary tale.
Kim Young Jin, a university student in Seoul, acknowledged the necessity of Starbucks’ apology but critiqued the intensity of public reactions as excessive.
While acknowledging the campaign’s insensitivity, Kim suggested that consumer behavior would remain unchanged if affordability or quality were appealing.
In his interview at a Yongsan district Starbucks, Kim indicated that neither he nor his friends would cease visiting Starbucks over the campaign.
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