Jakarta, ThedailyID — Starbucks Korea apologized after a controversial promotional campaign called “Tank Day” sparked public outrage across South Korea and triggered boycott calls online.
The controversy began after Starbucks Korea launched a tumbler promotion themed around tanks on May 18. However, the date coincided with the anniversary of the 1980 Gwangju Pro-Democracy Movement, one of South Korea’s darkest historical tragedies.
The Gwangju uprising marked a violent military crackdown against pro-democracy activists in the city of Gwangju. Official records showed at least 165 civilians died, while dozens went missing or later died from injuries.
Public anger quickly grew because many South Koreans viewed the campaign as insensitive and disrespectful toward victims of the tragedy.
During a press conference in Seoul, executives from Shinsegae Group, Starbucks Korea’s parent company, admitted the campaign relied heavily on artificial intelligence during development. However, they acknowledged the process failed to consider historical and social sensitivities surrounding May 18.
Executive Jeon Sang-jin stated that the company prioritized speed and fast execution during the campaign’s preparation process. As a result, nobody raised objections during planning and approval stages.
Investigations also revealed weaknesses in Starbucks Korea’s internal review process. Reports stated that several executives approved the campaign without fully reviewing attached design files. Meanwhile, the company also reportedly skipped its usual legal review procedures.
Jeon emphasized that the controversy reflected broader issues involving social and historical awareness within the company rather than mistakes from a single employee.
The backlash later caused a sharp decline in sales and eventually led to the dismissal of Starbucks Korea CEO Son Jung-hyun.
Meanwhile, lawmakers and members of the public continued calling for boycotts against Starbucks products following the controversy.
South Korean President Lee Jae-myung also criticized the campaign and described it as “inhumane and shameful.”
Police later opened a separate investigation to determine whether intentional elements existed behind the campaign.
During the same press conference, Shinsegae Group chairman Chung Yong-jin publicly apologized to families of Gwangju tragedy victims.
“I will not make excuses. I take full responsibility for this issue,” Chung said while bowing before reporters.
