Shinsegae Vice President Denied Apology by May 18 Groups Over 'Tank Day'

Shinsegae Group's Vice President Kim Su-wan visited the May 18 Memorial Culture Center in Gwangju on May 19 to apologize for the controversial 'Tank Day' marketing campaign conducted by its subsidiary, Starbucks Korea, on the anniversary of the May 18 Gwangju Democratic Movement. However, he was unable to meet with representatives from the May 18 groups, who rejected his attempt to apologize.
 
The May 18 groups expressed their discontent, stating that Kim's visit was unannounced and that they would not accept an apology.
 
Speaking to reporters, Kim said, "The group is taking this situation very seriously. I sincerely apologize to the spirits of May and will do my utmost to ensure that inappropriate marketing does not happen again." He added, "The event in question was not conducted with any intent or malice, and once all circumstances are understood, I will visit the May 18 groups again to apologize."
 
Starbucks Korea had been running a tumbler promotion from May 15 to May 26, during which it used phrases like 'Tank Day' and 'Bang on the Desk.' The term 'Tank' refers to the military tanks that entered Gwangju in 1980, while 'Bang on the Desk' evokes a statement made during the 1987 torture and death of activist Park Jong-chul, which authorities attempted to downplay and cover up. This sparked rapid criticism online.
 
In response to the backlash, Shinsegae Group Chairman Jeong Yong-jin immediately informed Starbucks Korea CEO Son Jeong-hyun of his dismissal.
 
Son issued a statement saying, "I deeply apologize to the spirits of May 18, the May 18 groups, the citizens of Gwangju, and the families of Park Jong-chul, as well as all those who fought for democracy in South Korea, for the inappropriate marketing that contained a wrong expression regarding the May 18 Democratic Movement."
 
As the controversy continued, Chairman Jeong released a public apology, stating, "On the day before the 46th anniversary of the May 18 Democratic Movement, Starbucks Korea conducted an inappropriate marketing campaign that should not have happened and is unacceptable. This has caused deep wounds to the spirits of May 18, their families, and the public. I bow my head and apologize on behalf of the group."
 
He added, "I fully acknowledge that I bear all responsibility for this matter and understand that no explanation will be easily accepted."