South Korean retail tycoon Chung Yong-jin has apologized for a Starbucks marketing campaign that sparked outrage over its perceived mockery of victims of a 1980 military crackdown on pro-democracy protesters.
Chung, chairman of Shinsegae Group, which owns a 67.5% stake in Starbucks Korea, pleaded for forgiveness from the families of democracy activists killed by the country's former military dictatorship and from the broader public.
The coffee chain sparked public outrage when it promoted a large size of tumbler it calls a “tank” by declaring May 18 to be “Tank Day,” the anniversary of a democratic uprising in the southern city of Gwangju that was brutally suppressed by troops, tanks and helicopters, killing or injuring hundreds.
The campaign compounded outrage by using the slogan “Thwack it on the table!,” which many read as a reference to a notorious 1987 police statement that attempted to cover up the torture death of student activist Park Jong-chol.
Police also opened an investigation based on complaints by families of people killed at Gwangju, and the company has fired the chief executive of Starbucks Korea.
Chung asked people not to take out their frustration on staff at Starbucks shops, saying the responsibility lies with management.
