Apology from South Korean Retail Tycoon over Starbucks Marketing Mishap

South Korean retail mogul Chung Yong-jin issued a second apology in two weeks regarding a controversial marketing campaign by Starbucks Korea. The apology followed backlash over what many saw as a disrespectful campaign related to a tragic historical event.

Background of the Controversy

Chung, chairman of Shinsegae Group, which holds a 67.5% stake in Starbucks Korea, apologized publicly. His televised apology included a plea for forgiveness from families affected by the 1980 military crackdown in Gwangju. This campaign was seen as mocking the victims of the repression during the pro-democracy protests, notably marked by the use of military tanks and force.

The controversy erupted when Starbucks Korea launched a promotional campaign for a large tumbler, labeled as a “tank,” on May 18. This date marks the anniversary of the Gwangju Uprising. Public reaction was swift, and many interpreted the campaign’s slogan, “Thwack it on the table!,” as a reference to a notorious cover-up statement regarding the torture and death of student activist Park Jong-chol.

Response from Shinsegae Group

The outrage prompted Shinsegae Group to swiftly cancel the campaign and dismiss the chief executive of Starbucks Korea. An apology was first issued by Chung on May 19, acknowledging the pain caused to victims, their families, and the public.

Jeon Sangjin, a senior executive at Shinsegae Group, suggested the company found no irrefutable evidence of intentional mockery by employees. Despite this, some staff refused to cooperate with a smartphone audit during an internal review. The company promised to consider the police inquiry results, committing to firing any employee found guilty of deliberate ridicule.

Public and Government Reaction

The incident spurred public calls for a boycott of Starbucks, endorsed by government figures. Interior and Safety Minister Yoon Ho-jung stated government events would cease using Starbucks products, citing the chain’s “anti-historical behavior.” President Lee Jae Myung expressed on social media that the campaign reflected “inhumane and disgraceful behavior.”

The events in Gwangju in 1980 followed General Chun Doo-hwan’s rise to power after a coup in 1979. Approximately 200 people died according to government records, though activists contend the death toll was significantly higher. The repression eventually led to widespread protests in 1987, resulting in constitutional reforms that paved the way for South Korea’s democratic transition.