South Korean Starbucks boss apologizes for ad campaign that evoked massacre
Summary
The boss of Starbucks Korea apologized twice after a marketing campaign offended many people by linking a product promotion to a tragic military crackdown in 1980. The campaign referenced a violent event in Gwangju where many pro-democracy protesters were killed, causing public outrage and leading to the firing of the Starbucks Korea chief executive.Key Facts
- Starbucks Korea promoted a large tumbler as a "tank" and called May 18 "Tank Day," the anniversary of a deadly military crackdown on protesters in Gwangju in 1980.
- The campaign used the slogan "Thwack it on the table!," which many saw as insensitive, referencing a police cover-up related to a tortured student activist.
- The campaign caused public anger, leading Starbucks Korea’s owner, Shinsegae Group Chairman Chung Yong-jin, to apologize twice publicly.
- The marketing campaign was canceled quickly, and Starbucks Korea’s CEO was fired.
- Police began an investigation after complaints from families of the crackdown victims.
- Shinsegae officials said they had no proof that staff intended to mock the victims, but some employees resisted cooperating with the internal review.
- Government officials criticized Starbucks, affecting sales and causing some to boycott the chain.
- The 1980 Gwangju crackdown resulted in about 200 deaths officially, with activists saying the true number was higher.
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