Shinsegae Chairman Chung Apologizes for Starbucks Korea's May 18 'Tank Day' Campaign
Updated
Updated · 코리아타임스 · May 26
Shinsegae Chairman Chung Apologizes for Starbucks Korea's May 18 'Tank Day' Campaign
15 articles · Updated · 코리아타임스 · May 26
Eight days after the backlash erupted, Chung Yong-jin publicly bowed in Seoul and said he would make no excuses, taking full responsibility for Starbucks Korea's "Tank Day" promotion.
The May 18 tumbler campaign was condemned for invoking the 1980 Gwangju Democratic Uprising, with critics linking its title to tanks used in the crackdown that killed 162 civilians and injured more than 2,600.
The ad also used wording echoing the police explanation in student activist Park Jong-chul's torture death, deepening outrage over what many saw as a trivialization of Korea's democracy struggle.
Chung had already dismissed Starbucks Korea CEO Sohn Jeong-hyun, but that move intensified criticism that he was shifting blame as anti-Starbucks sentiment spread into politics ahead of the June 3 local elections.
The controversy revived scrutiny of Shinsegae and Starbucks Korea's handling of historical anniversaries after a 2024 mug launch on the Sewol ferry disaster anniversary also drew public anger.
Could a few marketing blunders cost a Korean conglomerate its Starbucks license and billions in development projects?
Are Starbucks Korea's historical scandals just mistakes, or do they reveal a deeper institutional problem?