Starbucks Issues Second Apology for May 18 "Tank Day" Controversy: "We Bow Our Heads in Deep Remorse"

CEO Sohn Jung-hyun: "Deep Apologies to May Organizations, Gwangju Citizens, and the Family of Martyr Park Jongcheol"

Controversy Over "Tap on the Desk" Phrase... Growing Public Criticism

On the 46th anniversary of the May 18 Gwangju Democratization Movement, Starbucks Korea, which had previously issued an apology regarding the controversy over its so-called "Tank Day" promotion, has released a second statement of apology.

On May 18, Starbucks Korea CEO Sohn Jung-hyun stated, "I sincerely bow my head and apologize to everyone who was hurt by this incident" and added, "I extend my deepest apologies."

He continued, "I offer my deepest apologies to the souls of those lost during the May 18 Democratization Movement, the May organizations, the citizens of Gwangju, the family of martyr Park Jongcheol, and to everyone who led the democratization of Korea, for the deep pain caused by marketing that included inappropriate references to the May 18 Democratization Movement."

On this day, Starbucks held its Tank Day event, drawing criticism for using the term "tank" on the anniversary of the May 18 Democratization Movement, as well as the phrase "tap on the desk." The controversy stemmed from the event’s date and name. As the "Tank Day" event took place on the anniversary of the May 18 Democratization Movement, online criticism arose, pointing out that the marketing seemed to evoke memories of military deployment and suppression during May 18, which was deemed highly inappropriate for a corporate campaign.

The phrase "tap on the desk," used alongside, also became a subject of criticism. This expression reminded many of the 1987 case involving the torture and death of student activist Park Jongcheol, when the police claimed, "He died after we tapped on the desk and he let out a gasp."

Regarding this, CEO Sohn said, "We recognized that the wording related to the online tumbler sales event was highly inappropriate, as it was associated with the May 18 Gwangju Democratization Movement, which holds profound historical significance, and immediately halted the event upon realizing this. I sincerely apologize once again for causing controversy on a day meant to honor the noble spirit of the May 18 Democratization Movement and the devotion of those who sacrificed during May."

He added, "I feel a heavy sense of responsibility and the gravity of the situation, and I will explore every possible measure to prevent such incidents from recurring. We will thoroughly investigate the cause of this incident, carefully review the details, and take all necessary actions to hold those responsible accountable."

CEO Sohn also announced that internal processes would be improved to prevent similar incidents in the future. He said, "To establish a stricter sense of historical awareness and ethical standards, we will conduct training for all executives and staff, and ensure that all events, including marketing campaigns, undergo rigorous pre-screening processes so that such incidents never happen again."

This content was produced with the assistance of AI translation services.