Starbucks Korea Head Apologizes Over Tank Day Marketing Campaign

The head of Starbucks operations in South Korea apologized again Tuesday after a marketing campaign for a large tumbler called a tank drew sustained public criticism. The promotion was scheduled to begin May 18, the anniversary of a 1980 military crackdown in Gwangju in which troops killed or injured hundreds of pro-democracy activists.

The campaign slogan stated, "Thwack it on the table," a phrase some linked to a 1987 police account of the death of student activist Park Jong-chol.

Yong-jin, chairman of the Shinsegae

Group that holds a majority stake in Starbucks Korea, bowed three times during a televised statement and said the company would remember the history and sacrifices of the pro-democracy movement. He added that people should not direct anger at Starbucks employees.

The Shinsegae Group said it had removed all five employees involved in the campaign and was cooperating with a police investigation opened after complaints from families of those killed in Gwangju. Three employees declined to turn over their mobile phones during the internal review.

The interior minister stated that his ministry would stop offering vouchers from companies that make light of South Korean history. At a protest in Gwangju last week, demonstrators smashed Starbucks cups on the ground. President Lee Jae Myung posted on X that he was outraged by the campaign.

The governing Democratic Party said Chung's apology was necessary but not sufficient and called for full disclosure of the investigation results. The conservative People Power Party described the backlash as consumer censorship. A 24-year-old Seoul university student said some reactions had become excessive but that the initial apology was appropriate.