Controversial ‘Tank Day’ Promotion Runs on May 18, Sparks Apology from Starbucks
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Shinsegae Group Chairman Chung Yong-jin has removed the head of Starbucks Korea after controversy erupted over a ‘Tank Day’ promotion held on the day of the 46th anniversary of the May 18 Democratic Uprising.
According to Shinsegae Group on May 18, Chung notified Son Jeong-hyeon, CEO of Starbucks Korea, of his immediate dismissal that afternoon. The move came abruptly shortly after Starbucks released an official apology.
Chung personally ordered severe punishment for those responsible for the controversy that arose that day. The group said he was particularly enraged that the incident occurred on the anniversary of the May 18 Democratic Uprising and demanded the strongest disciplinary action the group could impose. According to the group, this reflects Chung’s firm determination to make the case an example of strict punishment so that nothing similar is ever repeated.
The executive in charge who planned and oversaw the event together with Son will also be dismissed. The group also plans to begin disciplinary procedures against all related employees. In addition, it said it will overhaul work processes going forward while also making efforts to establish a proper historical awareness within the organization.
Earlier, Starbucks had launched the ‘Dante·Tank·Nasu Day’ event along with the ‘Colorful Tank Tumbler Set’ and the ‘Tank Duo Set.’ The promotion was held on May 18, the very day a ceremony marking the 46th anniversary of the May 18 Democratic Uprising was solemnly held in Gwangju.
Online, criticism mounted over Starbucks conducting a ‘Tank Day’ promotion on May 18. Critics said it evoked the tanks of the martial law forces that suppressed Gwangju citizens during the May 18 Democratic Uprising.
The phrase ‘Bang on the desk!’ on the event page also drew criticism. Commentators said it recalled the 1987 torture and death case of Park Jong-chul.
As the controversy spread, Starbucks immediately halted the promotion. It also deleted all related posts. It later issued an apology in the name of Son. In the apology, Starbucks said, “We apologize to the spirits of May 18 and the May organizations, to the citizens of Gwangju, to the bereaved family of martyr Park Jong-chul, and to all those who led the democratization of the Republic of Korea, who were deeply hurt by marketing containing an incorrect expression regarding the May 18 Democratic Uprising.”
Meanwhile, President Lee Jae-myung also sharply criticized Starbucks through his X, formerly Twitter, account on May 18. Lee said, “On the historic anniversary of the May 18 Democratic Uprising in Gwangju, an event called ‘5·18 Tank Day’ that insults the bloody struggle of the victims of Gwangju and the citizens of Gwangju,” adding, “How many lives were unjustly lost that day, and how severe was the damage done to justice and history as a result, so with what kind of bitter spite could anyone commit such a thing?”
He continued, “I am outraged by this inhuman and depraved behavior of a lowly profiteer that denies the values of the community of the Republic of Korea and the basic human rights and democracy. It should be met with corresponding moral, administrative, legal, and political responsibility. Have they apologized to the bereaved families and victims of May 18?”
Jung Min-hee
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