Shinsegae Group Chairman Chung Yong-jin is set to issue a renewed apology concerning the highly contentious ‘Tank Day’ marketing campaign by Starbucks Korea. The retail conglomerate confirmed Sunday that Chung will hold a press conference on Tuesday to address the controversy and reveal the findings of the group’s internal investigation into the incident.
Shinsegae Group further stated that Chairman Chung Yong-jin intends to personally apologize to individuals affected by Starbucks Korea’s ill-conceived marketing campaign, which was unveiled on the anniversary of the historic May 18 Democratic Uprising. The pivotal press conference is scheduled for 9 a.m. at the Josun Palace in southern Seoul.
Starbucks Korea has faced intense scrutiny and public outcry for its ‘Tank’ tumbler promotion launched on May 18. The campaign notably featured phrases such as ‘Tank Day’ and ‘Bang on the desk.’ The term ‘Tank Day’ drew widespread condemnation for its insensitive evocation of the military tanks deployed during the brutal suppression of the May 18, 1980, Gwangju Democratic Uprising, which resulted in hundreds of fatalities. Additionally, the phrase ‘Bang on the desk’ disturbingly echoed language associated with the military regime’s attempt to conceal the torture-related death of student activist Park Jong-chul in 1987.
Despite Starbucks Korea’s swift withdrawal of the controversial promotion and an initial apology acknowledging the phrases’ inappropriateness, the public backlash has continued to escalate significantly. In response to the growing criticism, Chairman Chung Yong-jin took decisive action, dismissing then-Starbucks Korea CEO Son Jeong-hyun, who had also issued a formal apology. Chung himself subsequently released a separate, direct apology.
The main Starbucks headquarters in Seattle also intervened, issuing an apology for what it labeled an ‘unacceptable marketing incident.’ The global coffee giant pledged to reinforce internal controls, rigorously review marketing standards, and implement company-wide training to actively prevent any recurrence of such a controversy.
Even with persistent efforts by both Shinsegae Group and Starbucks Korea to mitigate the fallout, public criticism has relentlessly intensified. A civic group has notably escalated the situation by filing a police complaint against both Chairman Chung Yong-jin and former CEO Son Jeong-hyun, citing charges that include defamation.
Emart, a flagship retail subsidiary within Shinsegae Group, holds a significant 67.5 percent stake in Starbucks Korea, having acquired management control from the U.S. coffee chain in 2021. The financial repercussions of this controversy are evident: Emart shares, publicly traded on the Kospi, have declined approximately 10 percent since the scandal first broke.
hwkan
