Starbucks headquarters bows its head as well: "This should never have happened"

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\r\n[The Financial News] Starbucks Global Headquarters directly apologized for the so-called "May 18 tank day" controversy involving Starbucks Korea. By calling it "something that should never have happened," the U.S. headquarters has turned the issue into a global brand risk, beyond a domestic scandal.
Starbucks Global Headquarters, based in Seattle, said on the 19th local time, "We deeply apologize for inappropriate marketing carried out in Korea in connection with May 18, the anniversary of the Gwangju Democratization Movement and a historically and humanly significant day."
A Starbucks Global spokesperson said, "It was not intentional, but this should never have happened." The spokesperson added, "We are fully aware that it caused deep pain and hurt, especially to those who mourn the victims, to bereaved families, and to everyone who devoted themselves to Korea's democratization."
The spokesperson continued, "Starbucks Korea immediately suspended the marketing campaign and is treating this matter with the utmost seriousness." The spokesperson added that action had been taken against the executives responsible and that a thorough investigation is now under way.
The spokesperson also said, "We will strengthen internal controls, standards review, and companywide training so that a similar incident does not happen again." The company added, "We sincerely apologize to the people of Gwangju, everyone affected, our customers and the local community."
Starbucks Korea is a joint venture between Starbucks headquarters in the United States and Shinsegae Group's E-Mart.
The controversy erupted after Starbucks Korea held a tumbler promotion event on the 18th, the anniversary of the May 18 Democratic Uprising, and used phrases such as "tank day" and "bang on the desk."
On online communities and social networking services (SNS), criticism spread that the expressions evoked the military's tank crackdown during the May 18 Democratic Uprising and the 1987 torture death case of activist Park Jong-chul.
As the backlash grew, Chung Yong-jin, chairman of Shinsegae Group, immediately dismissed Jeonghyeon Son, the CEO of Starbucks Korea, and other related executives that same day.
In a separate public apology, Chung said, "We have caused deep pain to the spirits of those who died in the May 18 Democratic Uprising, to their bereaved families, and to the public." He added, "On behalf of the group, I bow my head and offer my sincere apology."
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km@fnnews.com Kim Kyung-min Reporter