Starbucks Korea Faces Backlash Over Controversial Marketing

Seoul, South Korea — South Korean retail tycoon Chung Yong-jin issued a second apology in two weeks following a backlash against Starbucks Korea. The controversy centers around a marketing campaign perceived as disrespectful towards victims of a military crackdown on pro-democracy protesters in 1980.

Chung, chairman of Shinsegae Group, which holds a 67.5% stake in Starbucks Korea, publicly apologized during a televised statement. He issued the apology to the families of democracy activists killed during the former military dictatorship and to the general public.

“I take … very seriously the fact that many people felt deep pain and anger because of Starbucks Korea’s inappropriate marketing campaign,” Chung stated.

The campaign, labeled “Tank Day,” coincided with the anniversary of the 1980 Gwangju Uprising. In the uprising, the military used tanks and helicopters to suppress pro-democracy protests, resulting in numerous casualties. Starbucks Korea promoted a large tumbler called a “tank,” which fueled public outrage. Adding to the backlash was the slogan “Thwack it on the table!,” referencing a 1987 police statement that attempted to cover up the torture death of activist Park Jong-chol.

Chung also urged the public not to blame the staff at Starbucks cafes, asserting the management’s responsibility for the campaign. There have been no significant incidents reported at the stores following this appeal.

In his first apology on May 19, Chung admitted the campaign caused distress to victims and families related to the Gwangju Uprising. Jeon Sangjin, a senior executive at Shinsegae Group, stated the company is investigating whether Starbucks Korea employees intended to mock the pro-democracy movement. Some staff members resisted efforts to hand over personal devices during an internal review, complicating the investigation.

The promotion has sparked calls for a boycott, echoed by public officials. Interior and Safety Minister Yoon Ho-jung criticized Starbucks’ “anti-historical behavior” and declared that government events would no longer feature Starbucks products. The controversy has significantly impacted sales, according to a Shinsegae official.

President Lee Jae Myung commented on the situation, condemning the campaign’s “inhumane and disgraceful behavior.” The Gwangju crackdown happened after General Chun Doo-hwan’s coup in late 1979, with official records showing about 200 deaths, while activists claim higher numbers. Anger over Chun’s regime ultimately led to nationwide protests and South Korea’s shift to democratic governance in 1987.