South Korean Starbucks Boss Apologizes for Ad Campaign Evoking 1980 Massacre

South Korean retail tycoon Chung Yong-jin has issued a public apology for the second time in two weeks as the local operation of Starbucks faces a severe backlash. The coffee chain has come under intense scrutiny over a recent marketing campaign that was widely perceived as mocking the victims of a bloody military crackdown on pro-democracy protesters in 1980.^{[1][2][3][4][5][6][7]}

The public outrage was triggered when Starbucks attempted to promote a large size of tumbler, which the company calls a 'tank,' by declaring May 18 to be 'Tank Day.' May 18 marks the anniversary of a democratic uprising in the southern city of Gwangju. The historic uprising was brutally suppressed by military troops, tanks, and helicopters, resulting in the deaths and injuries of hundreds of people.^[1][4]

During his apology on Tuesday, Chung bowed three times as he asked the public for forgiveness. He also urged people not to take out their frustration on individual Starbucks store employees, emphasizing that the responsibility for the controversial promotional campaign lies entirely with the company's management.^[1][3][7]