Police complaints filed against Shinsegae Chairman Chung for defaming Gwangju citizens

The Starbucks global corporate headquarters building in Seattle is seen in this May 11 photo. AP-Yonhap

SEATTLE, SEOUL — Starbucks Global described the recent “Tank Day” controversy at Starbucks Korea as an “unacceptable marketing incident” and said it is implementing stronger internal controls and review standards following the backlash in Korea.

“We are deeply sorry for an unacceptable marketing incident in Korea that referenced and coincided with May 18, the commemoration of the Gwangju Democratization Movement — a day of profound historical and human significance,” Starbucks Global said in a statement to The Korea Times.

“While unintentional, this should never have happened. We recognize the deep pain and offense this has caused, particularly to those who honor the victims, their families and all who contributed to Korea’s democratization.”

The company also apologized directly to “the people of Gwangju, to those impacted by this tragedy and to our customers and communities.”

The statement came as Starbucks Korea has faced mounting criticism after running a promotion of tumblers with phrases widely interpreted as mocking the May 18 Gwangju pro-democracy movement, one of the country’s most historically and politically sensitive commemorations.

In response to questions from The Korea Times about whether the controversy could lead to a more active role for Starbucks Global in reviewing local campaigns in Korea going forward, the Seattle-based company declined to elaborate beyond previously announced measures, including a thorough investigation into the matter.

“We don’t have anything more to share beyond what I included below about implementing stronger internal controls, review standards and companywide training,” Starbucks spokesperson Jaci Anderson said, adding that the company may share more as the investigation continues.

In addition to the criticism, the controversy raised broader questions about how the campaign passed through multiple stages of internal review despite the sensitivity surrounding the uprising.

It has escalated into a broader corporate and political issue in Korea, prompting an apology from Chung Yong-jin, chairman of Shinsegae Group, whose affiliate E-mart is the largest shareholder of Starbucks Korea.

In a public statement Tuesday, Chung said the promotion “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 campaign as “an inappropriate marketing campaign that should never have happened and cannot be tolerated” and pledged to strengthen historical awareness in employee education and marketing review procedures across all affiliates.

The tumbler promotion began May 15 and was scheduled to run until May 26, but drew fierce backlash after using phrases including “Tank Day” and “Put it on the table with a sound of ‘Tak!’” on May 18 — the anniversary of the uprising's start.

The wording triggered outrage online, as “Tank Day” evoked memories of military vehicles used by Chun Doo-hwan’s military regime to suppress protesters in Gwangju. The phrase “tak” also drew criticism for referencing the explanation given by police in the 1987 torture death of student activist Park Jong-chul, a case that became a catalyst for Korea’s democracy movement.

Starbucks Korea suspended the campaign after acknowledging the “inappropriate phrasing,” and the company removed its chief executive, Sohn Jeong-hyun, who took responsibility for the incident.

In an effort to contain the fallout, Kim Soo-wan, senior executive vice president of Shinsegae’s Corporate Communications & Affairs Office, traveled to Gwangju to apologize to organizations representing Gwangju Massacre victims. However, the groups refused to meet him, saying the visit was made without prior coordination and that they would not accept his apology.

On Wednesday, a civic group filed a complaint with the Seoul Metropolitan Police Agency against Chung and Sohn for insult and defamation. "The promotion reminded people of the mobilization of tanks during the May 18 movement and torture death of a student activist in 1987," it said, claiming this insulted and defamed the bereaved families of the movement and Gwangju citizens.

Five individuals who survived the suppression during the Gwangju Uprising filed a similar complaint against Chung, Sohn and two Starbucks Korea officials in charge of the marketing. "Using historical pain for promotion is not a simple marketing mistake but defamation of historical values of pro-democracy movements," they said in a statement.