Starbucks Global has apologized for an insensitive marketing promotion in South Korea that coincided with the anniversary of the 1980 Gwangju Democratization Movement.
Starbucks Global headquarters described the recent “Tank Day” promotion in Korea as an “unacceptable marketing incident.” The Seattle-based company issued a statement apologizing for the event that referenced and coincided with May 18, the anniversary of the Gwangju Democratization Movement.
Starbucks Korea had offered discounts on “Tank” tumbler sets with the phrase “Put it on the table with a sound of ‘Tak!’” The campaign was halted within hours after drawing widespread criticism for evoking memories of military tanks used in the 1980 crackdown and the 1987 torture death of activist Park Jong-chol.
Son Jung-hyun, head of the company operating Starbucks Korea, was dismissed. Shinsegae Group Chairman Chung Yong-jin also apologized, acknowledging insufficient historical sensitivity and pledging a review of marketing processes.
President Lee Jae Myung criticized the promotion on social media, calling for accountability. Starbucks Global said it is implementing stronger internal controls and company-wide training while the investigation continues.
