Starbucks Korea sales plunge after 'Tank Day' campaign sparks outrage over Gwangju Uprising link

Starbucks Korea is experiencing a sharp drop in sales and widespread public criticism after launching a marketing campaign that evoked painful memories of the 1980 military crackdown on pro-democracy protesters. The campaign, titled "Tank Day," used tumblers to commemorate the May 18 Gwangju Uprising, a period when the South Korean military violently suppressed dissent.

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I view it very seriously that Starbucks Korea's inappropriate marketing has hurt and angered many people.

Hundreds are believed to have died or disappeared during the Gwangju crackdown under the military regime of Chun Doo Hwan. The controversy erupted because the campaign was seen as insensitive and disrespectful to the victims and the historical significance of the event. Details surrounding the orders to fire on protesters remain unclear to this day.

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I will take full responsibility for this incident.

Chung Yong Jin, chairman of Shinsegae Group, issued a public apology, expressing deep regret for the "inappropriate marketing" that "hurt and angered many people." He pledged to take full responsibility and urged the public not to direct their anger toward Starbucks Korea employees.

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We see a very significant decrease.

An internal investigation revealed that the e-commerce team, focused on sales targets amid frequent promotions, approved the campaign without adequate review or legal checks. While the investigation has not concluded whether the incident was intentional, Starbucks Korea acknowledged serious flaws in its risk management system. In response to the crisis, Shinsegae Group dismissed the head of Starbucks Korea last week, and Starbucks Global has also apologized and initiated its own formal investigation.

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The e-commerce team was too focused on sales targets amidst numerous weekly promotions, so the campaign passed without adequate review or legal checks.