Starbucks Korea issued an additional apology after facing backlash for using language associated with the May 18 Democratic Movement in an online event.
On May 18, CEO Son Jeong-hyeon released a statement saying, "We deeply apologize to the spirits of the May 18 Movement, the May organizations, the citizens of Gwangju, and the families of the late Park Jong-cheol, as well as all those who have contributed to Korea's democratization, for the inappropriate expression used in our marketing related to the May 18 Democratic Movement."
Earlier that day, Starbucks faced criticism for using language that evoked the May 18 Movement during an online tumbler sales event. As the controversy grew, the company halted the event and issued an initial apology, followed by a second apology from the CEO.
In his statement, Son acknowledged, "I recognized that content related to the May 18 Gwangju Democratic Movement was used inappropriately, and I immediately halted the event."
He added, "I sincerely apologize again for causing this issue on a day that honors the noble spirit of the May 18 Movement and the sacrifices of those who lost their lives."
Starbucks plans to investigate the circumstances surrounding the incident and identify accountability, while also improving internal processes to prevent a recurrence.
Son expressed, "I feel a heavy sense of responsibility and the seriousness of this matter," and stated that the company will conduct education on historical awareness and ethical standards for all employees, as well as implement more thorough review procedures in all event preparations, including marketing.
* This article has been translated by AI.
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