Seoul: Starbucks' U.S. headquarters issued an apology over a controversial promotional event by Starbucks Korea, which sparked significant backlash due to its unintended connection to a tragic historical event in South Korea. The incident involved a promotional campaign launched by Shinsegae affiliate E-Mart, the operator of Starbucks Korea, on the anniversary of the May 18 Gwangju uprising.

According to Yonhap News Agency, the "Tank Day" promotion was launched online to promote "Tank" tumbler sets with the phrase "Put it on the table with a sound of 'Tak!'" The timing and wording of the event coincided with the commemoration of the Gwangju Democratization Movement, during which a military crackdown resulted in numerous casualties. The word "tank" recalled the military's use of tanks against pro-democracy protesters, while "Tak" evoked memories of the death of student activist Park Jong-chol in 1987.

A spokesperson from Starbucks' global headquarters in Seattle expressed regret, stating, "We are deeply sorry for an unacceptable marketing incident in Korea that referenced and coincided with May 18, the commemoration of the Gwangju Democratization Movement-a day of profound historical and human significance." The spokesperson emphasized that the incident was unintentional but acknowledged the pain and offense caused, particularly to those commemorating the victims and contributors to Korea's democratization.

In response to the criticism, Starbucks is implementing stronger internal controls, review standards, and company-wide training to prevent similar incidents in the future. The spokesperson offered a sincere apology to the people of Gwangju, those affected by the tragedy, and Starbucks' customers and communities.

Following the incident, Son Jung-hyun, head of SCK Company, which operates Starbucks Korea under E-Mart, was dismissed from his position. Shinsegae Group Chairman Chung Yong-jin also issued an apology, expressing remorse over the promotional misstep.