Shinsegae Chairman Makes Public Apology Amid Backlash Over Starbucks Korea Campaign
Apology Over Inappropriate Marketing Campaign
Shinsegae Group Chairman Chung Yong-jin is set to issue a public, in-person apology on Tuesday over the controversy surrounding Starbucks Korea’s marketing campaign, which evoked the brutal 1980 military crackdown on pro-democracy protesters in South Korea.
Background of the Controversy
The campaign, known as ‘Tank Day,’ was launched by Starbucks Korea through its affiliate E-Mart. The promotion used imagery and messaging that many viewed as insensitive and offensive, prompting widespread public backlash and accusations of historical insensitivity.
Public and Institutional Response
- Shinsegae has stated that Chairman Chung Yong-jin will directly apologize to all individuals affected by the campaign.
- Defamation complaints have been filed against the Shinsegae chief over the marketing content.
- Media outlets including Koreatimes, Yonhap News, and MSN have reported on the incident and the subsequent apology.
Additional Context
The incident has sparked broader discussions about corporate responsibility and historical sensitivity in marketing campaigns in South Korea.