Jakarta, CNBC Indonesia - Starbucks Korea has issued an apology\nfollowing controversy over its promotional campaign, which sparked\npublic outrage in South Korea. The company acknowledged on Tuesday (26\nMay 2026) that the use of artificial intelligence in developing the\ncampaign failed to consider social and historical sensitivities. The\ncontroversy arose after Starbucks Korea launched a \u2018Tank Day\u2019 tumbler\npromotion on 18 May, coinciding with the anniversary of the Gwangju\nPro-Democracy Movement.<\/p>\n
The 1980 Gwangju Uprising was a bloody military crackdown on civilian\nactivists, with official records stating at least 165 civilians killed,\n65 missing, and 376 injured. During a press conference in Seoul, parent\ncompany Shinsegae Group stated the campaign prioritised speed of launch,\nleading the company to overlook the historical significance of the date\nfor South Koreans.<\/p>\n
\u2018Priority was given to speed and instant execution. No objections\nwere raised during the planning or approval stages,\u2019 said Jeon Sang-jin,\na company executive. \u2018They said the 18 May commemoration date was never\nconsidered at the time,\u2019 he added.<\/p>\n
Investigations revealed weak internal oversight, with several of the\nseven officials who approved the campaign reportedly signing off without\nreviewing attached design files, while the usual legal review process\nwas bypassed. Jeon emphasised the incident was not merely an individual\nerror but reflected a lack of social and historical sensitivity within\nStarbucks Korea.<\/p>\n
The controversy triggered a sharp sales decline, leading to the\ndismissal of Starbucks Korea CEO Son Jung-hyun. Several lawmakers and\nmembers of the public have called for a boycott of the coffee chain.\nSouth Korean President Lee Jae-myung condemned the campaign as \u2018inhumane\nand shameful\u2019, while police have launched a separate investigation into\npossible intent behind the campaign.<\/p>\n
In the same press conference, Shinsegae Group Chairman Chung Yong-jin\npublicly apologised to the families of Gwangju tragedy victims but\ndeclined to answer questions from journalists afterward. \u2018I will not\nmake excuses. I take full responsibility for this issue,\u2019 Chung said,\nbowing before the media.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/starbucks-sparks-outrage-in-south-korea-over-tank-day-campaign-as-ceo-axed-amid-boycott-calls-1779924109", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }