Shinsegae chief apologizes over Starbucks Korea ‘Tank Day’ controversy

Kim Soo-wan, senior executive vice president of the Corporate Communications & Affairs Office at Shinsegae Group, visits Gwangju, Tuesday, to seek a meeting with organizations representing victims of the May 18 pro-democracy movement. Yonhap

Chung Yong-jin, chairman of Shinsegae Group, issued a public apology Tuesday over the controversial “Tank Day” promotion held by Starbucks Korea on Monday, the anniversary of the May 18 Gwangju Democratic Uprising — a marketing blunder that drew criticism from President Lee Jae Myung.

Shinsegae Group Chairman Chung Yong-jin

In a statement addressed to the public, Chung said he “deeply wounded the spirits of those who sacrificed for the May 18 Democratic Uprising, their bereaved families and the people of Korea,” adding that he bows his head in apology on behalf of the group.

He described the promotion as “an inappropriate marketing campaign that should never have happened and cannot be tolerated,” calling it “an inexcusable mistake that trivialized the pain and sacrifice of those who dedicated themselves to the nation’s democracy.

“I fully recognize that all responsibility for this matter lies with me,” Chung said, pledging to review the group’s decision-making process and strengthen historical awareness and ethical standards across all affiliates. He also promised employee education, a transparent investigation into the approval process and stronger review procedures for marketing content.

The apology follows widespread criticism of Starbucks Korea’s tumbler promotion, which began May 15 and was scheduled to run until 26. On Monday, the campaign used phrases including “Tank Day” and “Put it on the table with a sound of ‘Tak!’”

The wording triggered outrage online, as “Tank Day” evoked memories of military vehicles used by former President Chun Doo-hwan’s regime to suppress protesters in Gwangju in 1980. The promotion offered discounts on the Colorful Tank Tumbler Set and the Tank Duo Set.

The phrase “tak” also drew criticism for referencing the infamous explanation given by police in the 1987 torture death of student activist Park Jong-chul — a case that became a major catalyst for Korea’s democracy movement.

Starbucks Korea admitted it had discovered “inappropriate phrasing” during the campaign and suspended the event, saying it “sincerely apologizes for causing concern and discomfort to customers.”

In the wake of the controversy, Kim Soo-wan, senior executive vice president of Shinsegae's Corporate Communications & Affairs Office, traveled to Gwangju to deliver an apology to organizations representing victims of the democratization movement. However, they refused to meet him, saying Kim visited unilaterally without scheduling a meeting, and that they would not accept the apology.

Kim said the group takes the incident very seriously, offering an apology to the memories of the uprising victims and pledging to do its utmost to prevent any recurrence of what he described as inappropriate marketing.

He also stressed that the promotion had no intentional motive or malicious intent, adding that once the full circumstances are clarified, he plans to visit the May 18 organizations again to apologize.

Despite Shinsegae's efforts to contain the situation, public outrage toward Starbucks Korea continued to intensify, spreading into a consumer boycott.

Online communities and social media have been flooded with videos of people smashing Starbucks mugs with hammers or throwing them in trash bins. The backlash has grown beyond a simple boycott, with a new term — “tal-buck,” meaning to quit Starbucks altogether in Korean — emerging and spreading online.

On Monday, amid the backlash, Chung dismissed Starbucks Korea CEO Sohn Jeong-hyun, who took responsibility for the contentious campaign.

However, it was not enough to ease the uproar, as the Korean president criticized Starbucks Korea for holding the event on a date associated with victims of military rule. "I am outraged by the inhumane behavior of profiteers who deny the values of the Republic of Korea, fundamental human rights and democracy," Lee said.

On Monday, Lee visited Gwangju for a ceremony commemorating the pro-democracy movement.

The incident has reignited long-standing criticism of Shinsegae Group Chairman Chung Yong-jin’s conservative views, fueled by his past social media posts bearing the hashtag “myeolgong,” meaning “eradicate communism.” E-mart, a Shinsegae affiliate, is the largest shareholder of Starbucks Korea.

Kwon Young-kook, chairman of the minor opposition Justice Party, said Monday that the controversy “cannot be dismissed as a mere coincidence or mistake,” adding that “Chung has never tried to hide his far-right leanings” and that “the owner’s usual conduct should be seen as having encouraged such wording during the approval and review process.”