Starbucks South Korea is facing a severe backlash after a marketing campaign evoked a deadly military crackdown on pro-democracy protesters from the 1980s. The promotion, dubbed 'Tank Day,' was launched on the anniversary of the May 18 Gwangju Uprising, where the military government used troops and tanks to suppress student-led demonstrations.
The campaign offered discounts on 'Tank' tumbler sets with the slogan “Thwack it on the table,” a phrase with dark ties to the alleged torture and death of a student protester.
In a news conference Tuesday, Shinsegae Group Chairman Chung Yong-jin apologized, taking full responsibility for the controversy. He asked the public not to direct their anger at Starbucks employees.
Shinsegae fired the head of Starbucks Korea last week. Sales have dropped sharply, and shares fell as much as 2.8% in morning trade. An internal investigation found no evidence of premeditation but revealed flaws in risk management.
Starbucks Global is aware of the situation and is receiving updates on the investigation.