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Chung Yong-jin, Chairman of Shinsegae Group, delivers an apology regarding the Starbucks “Tank Day” controversy at the Josun Palace Hotel in Gangnam-gu, Seoul, on May 26. (Photo: Yonhap News Agency) |
[Alpha Biz= Ellie Kim] SEOUL, June 2 — Civic groups related to the May 18 Gwangju Democratic Uprising have sent a formal protest letter to the U.S. headquarters of Starbucks over the recent “Tank Day” marketing controversy involving Starbucks Korea.
The May 18 Memorial Foundation and three other legally recognized organizations said on June 1 that they had delivered an English-language letter addressed to Starbucks’ chief executive officer and board of directors, calling for a thorough investigation, accountability for those responsible, and an official apology.
In the letter, the groups described the May 18 uprising as “a symbol of South Korea’s democracy and a historic event recognized as a UNESCO Memory of the World.” They criticized Starbucks Korea for using the term “tank” in its marketing campaign ahead of the anniversary, saying it evoked the military’s violent suppression and caused deep distress to victims, bereaved families and the public.
The groups also argued that the actions of Starbucks Korea’s local operator, Emart Inc. under Shinsegae Group, have seriously damaged the global brand value and reputation of Starbucks. They urged the U.S. headquarters to conduct a thorough review of the planning and approval process behind the campaign.
In addition, the organizations called for disciplinary measures against the local operator, a formal apology, and concrete steps to prevent a recurrence.
Their move comes after Chung Yong-jin, chairman of Shinsegae Group, issued a public apology on May 26. However, the groups dismissed the apology as “insufficient,” refusing to accept it.
Alphabiz Ellie Kim 인턴기자(press@alphabiz.co.kr)
