South Korean Retail Leader Apologizes Amid Starbucks Controversy
South Korean retail chairman Chung Yong-jin apologized for the second time in response to public anger over a Starbucks marketing campaign perceived as insensitive. Starbucks Korea, owned 67.5% by Shinsegae Group, faced backlash for its recent promotion deemed offensive to victims of a 1980 military crackdown on pro-democracy protests.
During a televised apology, Chung expressed regret to the families affected by the historic event and to the public. The controversy stemmed from Starbucks Korea’s attempt to promote a large tumbler size, named “tank,” with a campaign on May 18, coinciding with the anniversary of the Gwangju Uprising. This tragic event saw hundreds killed or injured as the then-military dictatorship suppressed protests. The promotion used the phrase “Thwack it on the table!”, intensifying the outrage as it echoed a phrase linked to the torture death of activist Park Jong-chol in 1987.
Shinsegae swiftly canceled the campaign and dismissed Starbucks Korea’s CEO after the backlash. Police initiated an investigation following complaints from families affected by the Gwangju incident. Chung urged the public not to vent anger on Starbucks employees, affirming management accountability.
Chung’s initial apology came on May 19, acknowledging the campaign’s distress caused to victims and families of the May 18 Democratization Movement. Senior Shinsegae executive Jeon Sangjin mentioned no conclusive evidence was found showing deliberate mockery by Starbucks Korea employees. Some employees refused to hand over smartphones during an internal review, raising concerns about transparency.
Public calls for boycotts were fueled by officials such as Interior Minister Yoon Ho-jung, who condemned Starbucks’ actions and banned its products at government events. President Lee Jae Myung criticized the campaign as a denial of South Korean values and democracy.
The Gwangju crackdown followed General Chun Doo-hwan’s coup in late 1979, which led to extensive human rights abuses. While government records state around 200 casualties in Gwangju, activists claim a significantly higher toll. Nationwide protests against Chun’s regime in 1987 prompted constitutional reforms, establishing direct presidential elections and marking South Korea’s shift towards democracy.