Post by : Shakul
Starbucks Korea has come under significant public scrutiny following a marketing campaign perceived as mocking those affected by the country's democratic movement in Gwangju. In response to the outrage, Shinsegae Group Chairman Chung Yong-jin issued a second apology in less than two weeks, facing calls for accountability from activists and citizens alike.
During a press conference in Seoul, Chung bowed frequently as he expressed sorrow to the victims' families linked to the May 18 Gwangju Democratization Movement, acknowledging the distress and anger elicited by the campaign, which he described as insensitive and hurtful.
The uproar ignited when Starbucks Korea promoted a tumbler labeled as a "tank" and referred to May 18 as "Tank Day," a date that marks the anniversary of the 1980 Gwangju uprising—when military forces brutally suppressed pro-democracy protesters, resulting in numerous casualties.
Public anger intensified as the campaign included the slogan "Thwack it on the table," which many associated with a controversial police statement from the 1987 torture case of student activist Park Jong-chol. Critics decried it as a trivialization of the immense suffering experienced during Korea's authoritarian past.
The backlash unfolded rapidly online and among lawmakers, prompting Starbucks Korea to cease the campaign shortly thereafter. The firm has since dismissed the CEO of its Korean operations amid mounting pressure from civil rights organizations and family members of Gwangju victims. Authorities have confirmed that an investigation into the matter has been initiated.
In his comments, Chung implored the public not to place blame on store employees, insisting that corporate leadership must take responsibility for the incident. Officials noted that early investigations have yet to find any substantiated evidence suggesting that marketing staff intentionally aimed to ridicule the democracy movement, though inquiries are ongoing.
Senior executives at Shinsegae reported that some staff members hesitated to surrender their smartphones during the internal review. They indicated that anyone found responsible for purposely mocking victims could face immediate termination based on the police investigation's outcomes.
This incident has ignited a growing demand for a nationwide boycott of Starbucks Korea. Various government figures, including Interior and Safety Minister Yoon Ho-jung, have publicly condemned the campaign, announcing that Starbucks items would be banned from government functions. South Korean President Lee Jae Myung also criticized the incident, calling it "unjust and shameful conduct."
The Gwangju uprising is a pivotal moment in South Korean democratic history. Public discontent with military rule eventually led to widespread protests in 1987, paving the way for the establishment of direct presidential elections and advancing the nation's democratic evolution. Experts suggest that this controversy highlights the sensitivity surrounding historical memory in South Korea.
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