South Korean Starbucks boss apologizes anew for ad campaign that evoked massacre

Seoul, South Korea — South Korean retail tycoon Chung Yong-jin on Tuesday issued his second apology in two weeks as Starbucks' local operation faced a backlash over a recent marketing campaign that was widely perceived as mocking victims of a bloody military crackdown on pro-democracy protesters in 1980.

Chung, chairman of Shinsegae Group, which owns a 67.5% stake in Starbucks Korea, bowed three times during a televised statement as he pleaded for forgiveness from the families of democracy activists killed by the country's former military dictatorship and from the broader public.

The coffee chain sparked public outrage when it attempted to promote a large size of a tumbler it calls a "tank" by declaring May 18 to be "Tank Day." That's the anniversary of a democratic uprising in the southern city of Gwangju that was brutally suppressed by troops, tanks and helicopters, killing or injuring hundreds.

The campaign compounded outrage by using the slogan "Thwack it on the table!," which many read as a reference to a notorious 1987 police statement that attempted to cover up the torture death of student activist Park Jong-chol. Police claimed that Park died suddenly after investigators "hit the desk with a thwack."

The promotion was met with immediate outrage and within hours Shinsegae canceled it and fired the chief executive of Starbucks Korea. Police also opened an investigation based on complaints by families of people killed at Gwangju.

"I take ... very seriously the fact that many people felt deep pain and anger because of Starbucks Korea's inappropriate marketing campaign," Chung said Tuesday.

He also asked people not to take out their frustration on staff at Starbucks shops, saying the responsibility lies with management. There were no immediate reports of major incidents at stores.

Chung issued his first apology on May 19, saying in a statement that the campaign caused "deep pain to the victims and bereaved families of the May 18 Democratization Movement as well as to the public."

Jeon Sangjin, a senior Shinsegae Group executive, said the company has yet to find conclusive evidence that Starbucks Korea marketing employees intended to mock the pro-democracy movement, an accusation the employees have denied.

However, he said some employees refused management requests to hand over their smartphones during a weeklong internal review. Jeon said the company would look at results from the police inquiry and any employee found to have intended to ridicule protesters would be fired.

The anger over the campaign has triggered public calls for boycotts, amplified by government officials, including Interior and Safety Minister Yoon Ho-jung, who said Starbucks products will no longer be used at government events and lamented the chain's "anti-historical behavior."

A Shinsegae official told the Reuters news agency sales had fallen dramatically in the wake of the marketing controversy.

President Lee Jae Myung said on X last week that the campaign displayed "inhumane and disgraceful behavior by cheap profiteers who deny the values of the South Korean community, basic human rights and democracy."

The crackdown in Gwangju came months after General Chun Doo-hwan seized power in a coup in late 1979. Government records show about 200 people died in Gwangju, but activists say the true death toll was much higher. Chun's government also imprisoned tens of thousands, saying it was rooting out social evils.

Public anger over Chun's dictatorship led to massive nationwide protests in 1987, forcing him to accept a constitutional revision introducing direct presidential elections that is widely seen as the start of South Korea's transition to democracy.