Starbucks' 'May 18 Tank Day' Draws Rebuke from U.S. Headquarters... 'Unacceptable Marketing'

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[Financial News] Starbucks has come under fire for marketing that denigrated the May 18 Democratic Uprising and the death-by-torture case of Park Jong-chul, and even its U.S. headquarters has stepped in to contain the fallout.
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According to Busan Ilbo on the 19th, Starbucks headquarters issued a statement through the outlet, saying, "We deeply apologize for the unacceptable marketing incident that took place in Korea on the anniversary of the Gwangju Democratization Movement on May 18."
It added, "May 18 is a historically and humanly very important day." It continued, "This should never have happened. We acknowledge that it caused deep pain and humiliation to the victims, their families, and everyone who contributed to Korea's democratization."
The headquarters also said it was treating the matter seriously. It explained that action had been taken regarding management responsibility and that a thorough investigation was under way.
It also stressed that such an incident would not happen again. "We will implement stronger internal controls, review standards, and company-wide training," it said, adding, "We sincerely apologize to the citizens of Gwangju, those affected by this tragedy, our customers, and the local community."
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Earlier, Starbucks Coffee Korea designated May 18 as Tank Day and launched a marketing campaign. Consumers later criticized the use of the word "tank," saying it evoked the armored vehicles deployed by martial law troops in Gwangju during the May 18 Democratic Uprising and the former military regime led by Chun Doo-hwan.
The promotional phrase "Bang on the desk!" also came under fire. Critics said it evoked the remark, "I hit the desk and he went 'uh' and died," which was made by the head of the National Security Headquarters when announcing the 1987 death-by-torture case of Park Jong-chul.
In response to the controversy, Starbucks Coffee Korea CEO Son Jeong-hyeon was dismissed immediately. Disciplinary procedures were also launched against all related executives and employees.
Shinsegae Group Chairman Chung Yong-jin also bowed his head. On the 19th, he issued a public apology and said, "I bow my head and apologize on behalf of the group."
Chung said, "This was inappropriate marketing that should never have happened and could never be justified." He added, "This was an inexcusable mistake that trivialized the pain and sacrifice of everyone who has devoted themselves to democracy in this country."
He went on to say, "I deeply realize that I bear full responsibility for this incident," and added that he would review the group's systems, saying, "Above all, I take seriously the fact that the entire group lacked historical awareness and sensitivity to the country's historical pain."
Meanwhile, Chung had previously faced political controversy after posting on social networking service (SNS) accounts messages such as "I hate communists" and "Annihilate communism," and later issued an apology.
gaa1003@fnnews.com Ahn Ga-eul Reporter