Post by : Shakul

Starbucks Korea is facing intense public backlash after a controversial marketing campaign was widely interpreted as mocking victims of South Korea’s historic pro-democracy movement in Gwangju. The controversy has forced Shinsegae Group Chairman Chung Yong-jin to issue a second public apology within two weeks amid growing criticism from activists, politicians, and the general public.

During a televised statement in Seoul, Chung Yong-jin bowed repeatedly while apologizing to the families of victims connected to the May 18 Gwangju Democratization Movement and to the South Korean public. He acknowledged that the campaign caused emotional pain and anger because of its insensitive references linked to one of the darkest periods in the country’s modern history.

The controversy began after Starbucks Korea attempted to promote a large tumbler product branded as a “tank” by declaring May 18 as “Tank Day.” The date carries deep historical significance in South Korea because it marks the anniversary of the 1980 Gwangju uprising, during which military forces used tanks and helicopters to violently suppress pro-democracy protesters, resulting in hundreds of deaths and injuries.

Public outrage intensified further because the campaign reportedly used the slogan “Thwack it on the table,” which many people associated with a notorious police statement made during the 1987 torture death case of student activist Park Jong-chol. Critics argued that the wording appeared to trivialize the suffering endured during South Korea’s authoritarian military era.

The backlash spread rapidly across social media and political circles, forcing Starbucks Korea to cancel the campaign within hours. The company also dismissed the chief executive of its Korean operations as pressure mounted from civil groups and bereaved families connected to the Gwangju movement. Authorities later confirmed that police had opened an investigation following complaints filed by victims’ families.

In his statement, Chung Yong-jin urged the public not to direct anger toward Starbucks employees working at stores, emphasizing that management should bear responsibility for the incident. Company officials also stated that internal investigations have so far found no conclusive evidence that marketing staff intentionally attempted to mock the democracy movement, although inquiries remain ongoing.

Senior Shinsegae executives revealed that some employees reportedly refused to surrender their smartphones during the company’s internal review process. Officials stated that any employee found to have deliberately ridiculed the victims or historical events could face immediate dismissal depending on the outcome of the police investigation.

The controversy has triggered growing calls for a nationwide boycott of Starbucks Korea products. Several government officials publicly criticized the campaign, including Interior and Safety Minister Yoon Ho-jung, who announced that Starbucks products would no longer be used at government events. South Korean President Lee Jae Myung also condemned the campaign, describing it as “inhumane and disgraceful behavior.”

The Gwangju uprising remains one of the most significant events in South Korean democratic history. Public outrage against the military dictatorship eventually led to massive nationwide protests in 1987 and helped establish direct presidential elections, which marked the country’s transition toward modern democracy. Analysts say the controversy demonstrates how deeply sensitive historical memories remain within South Korean society.

#Society #South Korea #World News