Shinsegae Chairman makes public apology amid backlash over Starbucks Korea campaign
By ReutersReuters
South Korea's Shinsegae Group Chairman, Chung Yong-jin bows while making a public apology over Starbucks' "Tank Day" campaign, which was launched on the same day as the anniversary of the May 18 Gwangju uprising, when the then military government sent in troops and tanks to suppress mass rallies for democracy, in Seoul, South Korea, May 26, 2026. REUTERS/Kim Hong-Ji
Kim Hong-Ji
Reuters
SEOUL - Shares in South Korean retailer Shinsegae fell on Tuesday after its Chairman Chung Yong-jin made a public apology over a Starbucks Korea marketing campaign that evoked a brutal 1980 military crackdown on pro-democracy protesters.
The retail conglomerate, which operates the Korean unit of Starbucks, has faced public backlash over its "Tank Day" campaign involving tumblers on May 18, as the country commemorated the student-led Gwangju Uprising of May 1980.
"I take it very seriously that Starbucks Korea's inappropriate marketing hurt and angered many people," Chung said. "I will take all responsibility for the incident." Shinsegae shares opened higher on Tuesday, but then fell 2.6% after Chung's comments.
Hundreds of people are estimated to have died or gone missing when the military dictatorship of Chun Doo-hwan deployed troops and tanks to crack down on the protests.
Shinsegae fired the head of Starbucks Korea last week after apologising over "inappropriate marketing." Starbucks Global has also apologised and said an investigation had begun.
Following the criticism, South Korea's Interior Minister said his ministry would stop offering products from companies that "make light" of the country's democratic history.
Starbucks Korea is 67.5% owned by E-Mart and 32.5% by Singapore's sovereign wealth fund GIC, according to a company filing.
(Reporting by Heekyong Yang and Heejin KimEditing by Ed Davies)
FILE PHOTO: A Starbucks logo is seen at a Starbucks coffee shop in Seoul, South Korea, March 7, 2016. Picture taken March 7, 2016. REUTERS/Kim Hong-Ji/File Photo Kim Hong-Ji Reuters
FILE PHOTO: A staff serves beverages at a Starbucks coffee shop in Seoul, South Korea, March 7, 2016. Picture taken March 7, 2016. REUTERS/Kim Hong-Ji/File Photo Kim Hong-Ji Reuters
An activist holds a sign during a protest against Starbucks' "Tank Day" campaign, which was launched on the same day as the anniversary of the May 18 Gwangju uprising, when the then military government sent in troops and tanks to suppress mass rallies for democracy, in Gwangju, South Korea, May 21, 2026. Yonhap via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. NO RESALES. NO ARCHIVES. SOUTH KOREA OUT. NO COMMERCIAL OR EDITORIAL SALES IN SOUTH KOREA. YONHAP NEWS AGENCY Reuters
An activist smashes Starbucks tumblers and mugs during a protest against Starbucks' "Tank Day" campaign, which was launched on the same day as the anniversary of the May 18 Gwangju uprising, when the then military government sent in troops and tanks to suppress mass rallies for democracy, in Gwangju, South Korea, May 21, 2026. Yonhap via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. NO RESALES. NO ARCHIVES. SOUTH KOREA OUT. NO COMMERCIAL OR EDITORIAL SALES IN SOUTH KOREA. YONHAP NEWS AGENCY Reuters
Shattered Starbucks tumblers and mugs lie scattered during a protest against Starbucks' "Tank Day" campaign, which was launched on the same day as the anniversary of the May 18 Gwangju uprising, when the then military government sent in troops and tanks to suppress mass rallies for democracy, in Gwangju, South Korea, May 21, 2026. Yonhap via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. NO RESALES. NO ARCHIVES. SOUTH KOREA OUT. NO COMMERCIAL OR EDITORIAL SALES IN SOUTH KOREA. YONHAP NEWS AGENCY Reuters
Copyright Reuters or USA Today Network via Reuters Connect.
This story was originally published May 25, 2026 at 7:44 PM.
