Starbucks' "Tank Day" Promo Sparks Outrage, Shinsegae Boss Apologizes

JAKARTA - The boss of the Shinsegae Group, Chung Yong-jin, apologized publicly after the promotion of Starbucks Korea's "Tank Day" sparked controversy and public anger in South Korea.

Quoted from Yonhap, Tuesday, May 26, the promotion is considered to have revived the old wounds of the Gwangju Movement tragedy of May 18, 1980, when the military cracked down on pro-democracy demonstrations in the city of Gwangju.

"I take very seriously the fact that many people feel deep hurt and anger over Starbucks Korea's inappropriate marketing," Chung said at a press conference in Seoul on Tuesday, May 26.

"I sincerely bow my head to apologize and beg for your forgiveness."

In the approximately five-minute press conference, Chung bowed several times. He said he would not look for excuses and was ready to take full responsibility for the controversy.

The controversy began after Starbucks Korea, which is operated by E-Mart, a subsidiary of the Shinsegae Group, launched an online promotion titled "Tank Day" on the anniversary of the Gwangju Movement on May 18.

Yonhap reported that the Shinsegae Group claimed that an internal investigation found no evidence that the campaign was deliberately designed to offend the Gwangju tragedy.

However, the company admitted that the investigation was hampered because some employees refused to hand over their mobile phones.

"Three out of five people who designed the 'Tank Day' campaign refused to hand over their phones on the grounds of privacy," said a company representative.

Shinsegae said it would cooperate with the police investigation. The company also opened the possibility of dismissal and legal action if there were elements of intent.

Company officials said the case showed a lack of "social and historical sensitivity" within Starbucks Korea. Because the promotional slogan passed through several approval stages, including from the CEO of Starbucks Korea, without anyone questioning it.

Even so, the company denied allegations on social media that the term "tank" refers to military vehicles during the Gwangju tragedy. According to the company, the concept was inspired by "water tanks" made by foreign manufacturers.