[26.05.18] Starbucks ‘5.18 Tank Day’ Controversy Grows… Chung Yong-jin Orders CEO Dismissal

Starbucks ‘5.18 Tank Day’ Controversy Grows… Chung Yong-jin Orders CEO Dismissal

📍A ‘Tank Day’ promotion held on the anniversary of the May 18 Gwangju Democratization Movement sparks nationwide backlash amid criticism over historical insensitivity and disrespect toward victims of democracy movements.

Starbucks Korea has come under intense criticism after holding a promotion titled “Tank Day” on the anniversary of the May 18 Gwangju Democratization Movement. Critics argued that the expressions “tank” and “Bang on the desk!” used in the promotion evoked memories of the military crackdown during the 1980 uprising and the infamous statement surrounding the torture death of democracy activist Park Jong-chul. Public outrage rapidly spread across political circles, civic organizations, and online communities. As the controversy intensified, Starbucks halted the event and issued an official apology, while Shinsegae Group Vice Chairman Chung Yong-jin reportedly ordered disciplinary action against those responsible, including the dismissal of the company’s CEO.

🔹 Backlash Over the Phrase ‘Tank Day’

The controversy began with a tumbler discount event launched by Starbucks Korea on May 15. The company branded its May 18 promotion as “Tank Day” while using the phrase “Bang on the desk!” in its advertisements.

The event itself was intended to promote discounted tank-shaped tumbler sets. However, online users quickly criticized the timing and wording as deeply inappropriate.

Many pointed out that the term “tank” inevitably recalls the armored military vehicles deployed during the violent suppression of the May 18 Gwangju Democratization Movement in 1980. In addition, the phrase “Bang on the desk!” reminded many Koreans of the infamous police statement regarding the torture death of student activist Park Jong-chul in 1987, when authorities claimed he “died after being hit on the desk.”

Criticism spread rapidly on social media and online communities, with users posting comments such as, “Why would they use the name ‘Tank Day’ specifically on May 18?”, “It’s even more shocking that nobody inside a major corporation realized the problem,” and “This feels like mockery of democracy victims.”

🔹 Labor Unions and Civic Groups Join Criticism

The Korea Mart Industry Labor Union under the Korean Confederation of Trade Unions also released an official statement condemning Starbucks.

The union stated, “Holding a ‘Tank Day’ event on the anniversary of the May 18 Democratization Movement cannot be dismissed lightly,” adding that “this issue cannot be separated from the broader rise of far-right tendencies in Korean society.”

The union further criticized Chung Yong-jin’s past anti-communist remarks and previous controversies surrounding alleged support for far-right groups, urging Shinsegae Group to deliver a sincere apology to the victims and bereaved families of the May 18 uprising.

The Gwangju-Jeonnam Memorial Solidarity organization also denounced the promotion, calling it “a serious insult to the spirits of those who sacrificed themselves for democracy” and “a commercialization of one of the bloodiest chapters in Korea’s democratic history.”

🔹 Chung Yong-jin Orders CEO Removal and Disciplinary Action

As criticism spiraled out of control, Starbucks Korea revised its promotional wording, changing “Tank Day” to “Tank Tumbler Day” and replacing “Bang on the desk!” with a softer phrase meaning “Perfect while working.”

However, public anger did not subside, and the company eventually canceled the event entirely.

Starbucks later issued an official apology stating, “We sincerely apologize for causing discomfort and concern to our customers,” adding that the company had identified failures in its internal review process and would strengthen its screening procedures to prevent similar incidents.

According to industry sources, Shinsegae Group Vice Chairman Chung Yong-jin subsequently ordered the dismissal of SCK Company CEO Son Jeong-hyun and demanded disciplinary measures against all employees involved in the campaign.

Son also released a separate apology, stating, “We deeply apologize to the victims and bereaved families of the May 18 Democratization Movement, the citizens of Gwangju, and everyone who devoted themselves to democracy in Korea,” adding that the company was taking the matter with utmost seriousness.

🔹 Controversy Expands Into Political Arena

The controversy soon spread into politics as well.

President Lee Jae-myung strongly criticized the promotion through social media, saying, “Holding a ‘Tank Day’ event on the anniversary of the May 18 Democratization Movement is an act that insults the victims of democracy and the citizens of Gwangju.”

He added, “I am outraged by behavior that undermines the values of democracy and the Korean community,” insisting that “appropriate social responsibility must follow.”

The incident is increasingly being viewed not merely as a marketing mistake, but as a broader issue involving corporate historical awareness and social sensitivity. Critics argue that the fact such promotional wording passed internal review at one of Korea’s largest franchise brands reveals a serious failure of corporate judgment, and the backlash is expected to continue for some time.

One-line summary : Starbucks Korea faced nationwide backlash over its “Tank Day” promotion held on the anniversary of the May 18 Gwangju Democratization Movement, leading to the event’s cancellation and the reported dismissal order for its CEO.