Starbucks HQ apologizes over 'Tank Day' controversy

A Starbucks store in Seoul, May 26 / Yonhap

Starbucks headquarters in the United States formally apologized over the controversial “Tank Day” promotion, which sparked widespread criticism for its perceived association with the May 18 Gwangju Uprising.

The May 18 Foundation said Sunday that it had received a written response from the company, in which Starbucks expressed its regret, saying, “We are truly sorry,” and described the promotion as “an unacceptable marketing incident.”

In an email obtained by The Korea Times, Starbucks acknowledged the hurt caused by the promotion. “We understand the deep pain and offense this has caused, particularly for those who honor the victims, their families, and all who contributed to Korea’s democratization.”

On June 1, the foundation and three associations representing victims of the May 18 Gwangju Uprising sent a letter of protest to Starbucks headquarters, demanding a corporate-level investigation, disciplinary action against Starbucks Korea, an official apology and measures to prevent similar incidents.

In the letter, the groups said Starbucks Korea had seriously violated the global coffee chain's brand identity and ethical standards, causing significant harm to local consumers. They also argued that the matter constituted a serious lapse that could not be overlooked by the company's headquarters.

In response to the requests, Starbucks’ executive support team said it is taking the feedback seriously and had escalated the matter internally.

The foundation said it would continue to monitor the implementation of follow-up measures promised by the headquarters. It added that it would continue responding to any actions that trivialize or distort painful chapters of the nation’s history.

On May 29, the foundation also urged the National Pension Service to consider exercising shareholder rights against Emart, the largest shareholder of Starbucks Korea. The pension fund, which is Emart’s second-largest shareholder, responded Tuesday that it would review the request.

The promotion drew widespread criticism for evoking memories of military vehicles used to suppress pro-democracy demonstrators during the 1980 Gwangju Uprising, as well as the torture death of student activist Park Jong-chul.

Shinsegae Group Chairman Chung Yong-jin issued a public apology, while Starbucks Korea said its internal investigation found no evidence of intentional wrongdoing.

Meanwhile, controversy had also emerged over reports that three Starbucks Korea employees refused to hand over their mobile phones during the investigation. Police indicated that they could pursue compulsory investigative measures, including search and seizure warrants, if necessary.

Police added that they would conduct a thorough investigation into the “Tank Day” controversy, citing the high level of public interest surrounding the case.