Shinsegae chairman apologizes over Starbucks Korea ‘Tank Day’ controve...

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Shinsegae chairman apologizes over Starbucks Korea ‘Tank Day’ controversy

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By

Lee Gyu-lee

Published

May 19, 2026 9:49 am

KST

Shinsegae Group Chairman Chung Yong-jin

Chung Yong-jin, chairman of Shinsegae Group, issued a public apology Tuesday over the controversial “Tank Day” promotion held by Starbucks Korea on May 18, the anniversary of the May 18 Gwangju Democratic Uprising.

In a statement addressed to the public, Chung said he “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 promotion as “an inappropriate marketing campaign that should never have happened and cannot be tolerated,” calling it “an inexcusable mistake that trivialized the pain and sacrifice of those who dedicated themselves to the nation’s democracy.”

“I keenly feel that all responsibility for this matter lies with me. I am well aware that no explanation will be easily accepted,” he said, pledging to overhaul decision-making and review procedures.

Chung also acknowledged the group’s lack of historical awareness and sensitivity, promising mandatory education for executives and employees, a transparent investigation into the approval process and strengthened screening of marketing content across affiliates.

The apology follows mounting backlash over a tumbler promotion that ran from May 15 to 26. On May 18, Starbucks Korea used phrases such as “Tank Day” and “Put it on the table with a sound of ‘Tak!’” to market its Dante, Tank and Nasu tumbler series.

Critics said the wording mocked painful chapters of modern Korean history. “Tank Day” evoked memories of military vehicles deployed by former President Chun Doo-hwan to suppress pro-democracy protesters in Gwangju in 1980. The phrase “tak” also recalled the 1987 torture death of student activist Park Jong-chul, a catalyst for the nationwide democracy movement.