South Korean retail tycoon Chung Yong-jin, chairman of Shinsegae Group—the majority stakeholder in Starbucks Korea—has issued a second public apology within two weeks after a controversial marketing campaign by the coffee chain triggered widespread backlash for allegedly evoking memories of a 1980 pro-democracy massacre.
The controversy centres around a promotional campaign titled “Tank Day,” which was launched in connection with Starbucks Korea’s tumbler product line branded as “Tank.” The campaign ran on or around May 18, a date that holds deep historical significance in South Korea as it marks the anniversary of the Gwangju Uprising, a major pro-democracy movement in 1980 that was brutally suppressed by military forces. During the crackdown, hundreds of civilians were killed, and the event remains one of the most sensitive and painful chapters in modern South Korean history.
Public anger intensified after the promotional material appeared to reference elements associated with the crackdown, including imagery and slogans that many interpreted as insensitive to victims and survivors of the tragedy. One phrase used in the campaign was also linked by critics to past incidents connected to state violence and alleged cover-ups during South Korea’s authoritarian era. The timing of the campaign, coinciding with the anniversary of the uprising, further fuelled accusations that the marketing was historically tone-deaf and disrespectful.
Following the backlash, Starbucks Korea swiftly withdrew the campaign and terminated senior leadership, including the dismissal of its chief executive. An internal investigation was launched to determine how the campaign was approved and whether any intent to mock or trivialise the historical event existed. The company has stated that it has not found conclusive evidence that employees deliberately intended to reference or mock the massacre, though the investigation remains ongoing.
In a televised address in Seoul, Chung Yong-jin bowed multiple times as he apologised to the families of victims and the wider public. He expressed deep regret for the distress caused and emphasised that responsibility lies with management rather than frontline employees. He also appealed for restraint, urging the public not to direct anger toward Starbucks store staff.
The incident has triggered a wider public and political response in South Korea. Government officials have condemned the campaign, with some announcing restrictions on the use of Starbucks products at official events. Public protests and boycott calls have also emerged, reflecting the strong emotional resonance the Gwangju Uprising continues to hold in South Korean society.
Starbucks and its local partner Shinsegae Group now face mounting pressure to strengthen internal oversight and review marketing protocols to prevent similar controversies. The episode has also reignited debate over corporate sensitivity in advertising and the importance of historical awareness in public campaigns, particularly in countries with traumatic political histories.
As investigations continue, the company is working to contain reputational damage in one of its key international markets, while also attempting to reassure the public that such an incident will not be repeated.
