Shinsegae Chairman Jeong Yong-jin Apologizes for Starbucks 'Tank Day' Controversy

Jeong Yong-jin, Chairman of Shinsegae Group, publicly apologized for the controversial 'Tank Day' marketing campaign conducted by Starbucks Korea on the anniversary of the May 18 Gwangju Democratization Movement.
 
In a statement released on May 19, Jeong said, "On the day before the 46th anniversary of the May 18 Democratization Movement, Starbucks Korea, a subsidiary of our group, engaged in inappropriate marketing that should not have occurred and is unacceptable. This has caused deep wounds to the spirits of the May 18 victims, their families, and the public. On behalf of the group, I bow my head in apology."
 
He described the incident as an unforgivable mistake that trivializes the pain and sacrifices of those who have dedicated themselves to the country's democracy.
 
Jeong acknowledged, "I fully accept all responsibility for this matter and understand that no explanation will be easily accepted."
 
He emphasized, "Above all, I take seriously the fact that our group lacked historical awareness and sensitivity regarding the historical pain of the South Korean community. I will comprehensively reassess our group's decision-making system to prevent such incidents from happening again."
 
Jeong promised to take all necessary measures related to this incident.
 
He stated, "We will conduct a thorough investigation into the circumstances and approval processes that led to this incident and transparently disclose the results. We will also review the content approval process for marketing materials across all subsidiaries and clarify the standards for review and content."
 
Additionally, he mentioned, "To establish strict historical awareness and ethical standards, we will conduct training for all employees, including myself."
 
In conclusion, Jeong reiterated, "Once again, I sincerely apologize to the spirits of the May 18 victims, their families, the citizens of Gwangju, the family of martyr Park Jong-cheol, and all those who sacrificed for democracy in this country."
 
Starbucks Korea had been running a tumbler promotion event from May 15 to May 26, during which it used phrases like 'Tank Day' and 'Bang on the Desk.'
 
'Tank' refers to the military tanks that entered Gwangju in 1980, while 'Bang on the Desk' evokes a statement made during the 1987 torture and death of martyr Park Jong-cheol, where authorities attempted to downplay and conceal the cause of death (the phrase suggests that he died suddenly after banging on a desk). This sparked rapid criticism online.
 
In response, Jeong immediately notified Son Jeong-hyun, CEO of Starbucks Korea, of his dismissal. Son expressed, "I deeply apologize to the spirits of the May 18 victims, the May 18 groups, the citizens of Gwangju, and the families of martyr Park Jong-cheol for the hurt caused by our marketing that contained inappropriate expressions regarding the May 18 Democratization Movement," as he stepped down.
 
On the same day, President Lee Jae-myung expressed his outrage on X (formerly Twitter), stating, "An event like 'Tank Day' that mocks the sacrifices and struggles of the victims and citizens on the historic May 18 Democratization Movement is unacceptable. I am furious at the inhumane and disgraceful behavior of those who deny the fundamental values of the South Korean community and human rights."
 
He added, "How many lives were unjustly lost that day, and how severe is the damage to justice and history? What kind of resentment led to such actions? There must be corresponding moral, administrative, legal, and political accountability."