Starbucks Korea has faced a significant backlash after launching a marketing campaign that evoked a brutal 1980 military crackdown on pro-democracy protesters. The campaign, which promoted a tumbler called a 'tank' and declared May 18 as 'Tank Day,' coincided with the anniversary of the Gwangju Uprising, when troops and tanks were used to suppress demonstrations. The slogan 'Thwack it on the table!' was also criticized for referencing a notorious 1987 police statement about a student activist's death.
Immediate Action & Core Facts
Shinsegae Group chairman Chung Yong-jin issued a second public apology on May 26, bowing three times during a televised statement. He asked the public not to take out their frustration on Starbucks employees, emphasizing that the responsibility lay with management. The campaign was canceled within hours of its launch, and the CEO of Starbucks Korea was fired. Police have opened an investigation based on complaints from families of Gwangju victims. Sales at Starbucks Korea have reportedly dropped significantly.
Deeper Dive & Context
The Gwangju Uprising was a pivotal moment in South Korea's democratization movement, with hundreds killed or injured during the military crackdown. The campaign's timing and language were seen as deeply insensitive, particularly the use of the word 'tank' and the slogan referencing a cover-up of torture. Chung's first apology was issued on May 19, acknowledging the pain caused to victims and their families. The incident has raised questions about corporate responsibility and historical sensitivity in marketing.
Official Responses and Reactions
Chung's apologies were directed at both the families of the Gwangju victims and the broader public. He emphasized that the campaign was inappropriate and that he took full responsibility. There were no immediate reports of major incidents at Starbucks stores, though some customers were reported to have shattered tumblers in protest. The backlash has also affected Shinsegae's stock, which initially fell 2.8% before recovering.