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Starbucks’ global headquarters issued an official apology over Starbucks Korea’s May 18 “Tank Day” marketing event. While the company said the incident was not intentional, it pledged measures to prevent a recurrence, including stronger internal controls and company-wide training.
A Starbucks global spokesperson in Seattle emailed multiple news outlets, including Yonhap News, on the 19th (local time), saying, “We deeply apologize that inappropriate marketing ran in Korea in connection with May 18, the anniversary of the Gwangju Democratization Movement — a day of great historical and humanitarian significance.” The spokesperson added, “Although it was not intentional, this should never have happened. We understand how deeply this incident has hurt those mourning the victims, their families, and all who dedicated themselves to Korea’s democracy.”
The spokesperson emphasized that Starbucks Korea immediately halted the campaign and is treating the matter with the utmost seriousness. The company said it has taken action against responsible executives and is conducting a thorough investigation. It is strengthening internal controls, content review, and company-wide training to prevent a repeat. “We sincerely apologize to the people of Gwangju, those affected by this tragedy, our customers, and the broader community,” the spokesperson said.
On the day the controversy broke, the 18th (Korea time), Shinsegae Group Chairman Chung Yong-jin dismissed Starbucks Korea CEO Son Jeong-hyun. The next day, he issued a public apology, saying, “This improper and inexcusable marketing has deeply wounded the spirits of the May 18 Democratic Movement, the victims’ families, and the public. On behalf of the group, I bow and apologize.”
Chung called the incident an inexcusable mistake that downplayed the pain and sacrifices of those who devoted themselves to Korea’s democracy, and he accepted full responsibility. He acknowledged that any explanation would be hard to accept and said the group must confront its lack of historical awareness and sensitivity to the nation’s collective trauma. He again bowed and apologized to the May 18 victims and their families, the people of Gwangju, the family of martyr Park Jong-chul, all who sacrificed for Korea’s democracy, and the nation.
Chung also announced measures to prevent recurrence. He said the group will conduct a thorough investigation into how the incident occurred and the approval process, publish the results transparently, and overhaul marketing content review and approval procedures across all affiliates. He added that history and ethics training will be provided to all employees, including himself.
Shinsegae Group dismissed the executive who planned and organized the event alongside former CEO Son and has launched disciplinary proceedings against all staff involved. The group said it could not confirm whether Son personally reviewed the wording, but held her accountable as the final approver.
Starbucks Korea is a joint venture between Starbucks’ global headquarters and Shinsegae Group’s E-Mart.
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