"I Take Full Responsibility": Chairman Chung Yongjin Issues Direct Apology, But Starbucks 'Tank Day' Fallout Continues (Comprehensive)

Starbucks Tumbler Promotion Poster Sparks Controversy

"Tank Day" and "Slam the Desk" Phrases Criticized for Insulting May 18 Movement

Shinsegae Group Pledges Ethics Training for All Employees

Signs of Starbucks Boycott... Emart Share

Shinsegae Group has moved quickly to address the controversy surrounding Starbucks Korea's "Tank Day" event, which took place on the 46th anniversary of the May 18 Gwangju Democratic Uprising. As public criticism spread that the event insulted both the May 18 Democratic Uprising and the Park Jongcheol torture and death case, Chung Yongjin, Chairman of Shinsegae Group, issued a public apology just one day later. However, the controversy has led to signs of a consumer boycott, causing a sharp drop in the corporate value of Emart, the largest shareholder of Starbucks Korea, and the fallout continues.

Chung Yong-jin, Chairman of Shinsegae Group, issued a public apology regarding Starbucks Korea's "Tank Day" event held on the 18th, which is the anniversary of the May 18 Democratic Uprising. The photo shows a Starbucks store in downtown Seoul on the 19th. Photo by Yonhap News

In his apology statement released on the 19th, Chairman Chung said, "On behalf of the group, I bow my head and sincerely apologize for the deep wounds inflicted on the victims and bereaved families of the May 18 Gwangju Democratic Uprising, as well as the people of Korea." He continued, "I fully acknowledge that all responsibility lies with me."

He stated, "This incident is an inexcusable mistake that made light of the pain and sacrifice of everyone who has devoted themselves to democracy in this country," adding, "Above all, I take seriously the fact that the group as a whole lacked historical awareness and sensitivity regarding the nation's collective pain." He further pledged, "On this occasion, we will conduct a comprehensive review of the group's decision-making system to prevent such incidents from recurring."

Previously, Starbucks Korea had launched a tumbler promotion event running from May 15 to 26, during which it used phrases such as "Tank Day" and "Bang the Desk" on promotional posters. Online communities and social networking services (SNS) raised concerns that these expressions belittled the May 18 Gwangju Democratic Uprising and the death of activist Park Jongcheol under torture in 1987. The controversy erupted because the event evoked memories of then-President Chun Doohwan deploying tanks to massacre Gwangju citizens during May 18, and echoed the public security authorities' infamous explanation that Park Jongcheol "died after banging the desk."

As the controversy grew, Starbucks Korea posted an apology on its application and website, but the situation did not subside. President Lee Jaemyung also criticized Starbucks Korea the previous day on his X (formerly Twitter) account, posting, "To think there would be a '5·18 Tank Day' event mocking the bloody struggle and sacrifice of Gwangju victims and citizens on such a historic anniversary..." He went on to say, "I am outraged at these inhumane and appalling actions by such low-grade merchants who deny the values of the Korean community, basic human rights, and democracy."

In response, Chairman Chung dismissed Son Junghyun, CEO of SCK Company, late last night. The executive in charge of planning and overseeing the event will also be held responsible and dismissed, and disciplinary procedures will be initiated for all related employees.

Nevertheless, the backlash continues. On SNS and online communities, declarations to boycott Starbucks are spreading. Videos and posts of people destroying Starbucks tumblers and mugs with hammers have been uploaded. One user posted a video of themselves placing a Starbucks mug in a ziplock bag and smashing it with a hammer, saying, "Goodbye, Starbucks."

This is not the first time Starbucks has faced a boycott. In January 2022, Chairman Chung posted a message on his SNS containing the word "eradicate communism," which escalated into a political controversy. In response, some consumers posted videos on SNS showing themselves deleting the Starbucks app, a Shinsegae affiliate, in protest.

The company's valuation is also taking a hit. Emart, which holds a 67.5% stake in SCK Company, the operator of Starbucks Korea, saw its share price drop by more than 3% the previous day as the controversy spread, and fell by nearly 7% in the morning of the 19th, pushing its share price below 100,000 won per share.

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