Starbucks Korea Faces Backlash Over Controversial Marketing Campaign

Seoul, South Korea — South Korean retail tycoon Chung Yong-jin has issued two apologies in two weeks due to a backlash faced by Starbucks’ local operation. The controversy centers on a marketing campaign perceived as insensitive to victims of a military crackdown on pro-democracy protests in 1980.

Chung, who serves as the chairman of Shinsegae Group, addressed the public and the families of democracy activists. He bowed three times in a televised apology, asking for forgiveness. Shinsegae owns a significant stake in Starbucks Korea.

The issue began with a Starbucks campaign promoting a large tumbler, branded as a “tank,” aligning its release with May 18 — the anniversary of the Gwangju uprising. This event was marked by a violent military suppression involving tanks and helicopters, leading to numerous casualties.

The campaign slogan “Thwack it on the table!” heightened public outrage. This phrase reminded many of a 1987 police statement attempting to cover up the torture death of student activist Park Jong-chol.

Within hours of launching, Shinsegae canceled the promotion and dismissed the chief executive of Starbucks Korea. Police launched an investigation after receiving complaints from victims’ families.

Chung expressed deep concern over the public’s pain, clarifying that the responsibility lay with management, not store staff. There have been no major reports of incidents at Starbucks locations as a result.

Jeon Sangjin, a senior executive at Shinsegae, stated that intentions to mock the pro-democracy movement have not been confirmed. Some employees declined requests to submit their smartphones during an internal review. Jeon affirmed that any employee found guilty of such intentions would be terminated. The company awaits the results of a police inquiry.

The campaign sparked public calls for boycotts, echoed by government officials. Interior and Safety Minister Yoon Ho-jung announced a cessation of Starbucks product use in government events, condemning the chain’s actions.

According to a Shinsegae official, sales have significantly declined following the controversy. President Lee Jae Myung condemned the campaign as “inhumane and disgraceful,” asserting it undermined the values of the nation.

The Gwangju crackdown followed General Chun Doo-hwan’s 1979 coup. Official records list around 200 deaths, but activists contend the toll was higher. Public discontent led to large-scale protests in 1987, prompting Chun to introduce constitutional reforms that paved the way for democratic elections in South Korea.