Shinsegae Chair to apologize over Starbucks Korea Tank Day backlash

May 26, 2026, 08:47 am

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A Starbucks store in Seoul is seen on May 24 amid controversy surrounding Starbucks Korea’s “Tank Day” promotion. /Yonhap

Starbucks Korea is facing mounting backlash over its controversial “Tank Day” promotion, prompting Chung Yong-jin to issue a public apology on Monday.

According to Shinsegae Group, Chung will personally deliver a statement at 9 a.m. at the Josun Palace Hotel in Seoul’s Gangnam district. Starbucks Korea operates under the Shinsegae Group umbrella.

The company is also expected to release the results of an internal investigation conducted following the controversy.

The dispute erupted after Starbucks Korea held a “Tank Day” promotion on May 18, the anniversary of the Gwangju Uprising. The campaign included the phrase “Bang on the desk!” which critics said evoked memories of the infamous statement made by police authorities during the 1987 torture death case of student activist Park Jong-chul.

As criticism intensified, Starbucks Korea quietly changed the phrase to “Perfectly set for work” before eventually suspending the promotion and issuing an official apology.

Following the fallout, Sohn Jeong-hyun, chief executive of Starbucks Korea operator SCK Company, was dismissed the same day.

The controversy later expanded as online users revisited past Starbucks Korea marketing campaigns, including the sale of siren-themed mugs that some said reminded them of the Sewol ferry disaster.

President Lee Jae-myung also condemned the issue, calling it “inhumane behavior by low-level profiteers,” while the Ministry of the Interior and Safety reportedly declared a boycott of Starbucks products.

Financial institutions have also begun distancing themselves from the brand by replacing Starbucks promotional items with products from other companies.

Meanwhile, a civic group filed a complaint with Seoul police on Sunday against Lee and four others, accusing them of abuse of power, coercion, obstruction of business and election law violations over what it described as government pressure encouraging a Starbucks boycott.

#Starbucks Korea #Tank Day controversy #Chung Yong-jin #Shinsegae Group #May 18 Gwangju uprising