▲ A Starbucks coffee shop in Seoul is seen on May 19, 2026, as Shinsegae Group Chairman Chung Yong-jin apologized over Starbucks Korea's controversial online promotion. (Yonhap)

Starbucks US-apology

Starbucks' U.S. headquarters also apologizes over 'Tank Day' event in S. Korea

By Song Sang-ho and Kwon Yeong-jeon

WASHINGTON, May 19 (Yonhap) -- Starbucks' U.S. headquarters apologized Tuesday over a controversial promotional event by the South Korean operator of the coffee chain that rekindled dark memories of a military crackdown on a pro-democracy movement in the Asian country's southwestern city of Gwangju in 1980.

Operated by Shinsegae affiliate E-Mart, Starbucks Korea launched an online "Tank Day" promotion on the anniversary of the May 18 Gwangju uprising this week. The event came to a halt within hours of its launch following public criticism.

"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," a spokesperson of Starbucks' global headquarters in Seattle said.

"While unintentional, this should never have happened. We recognize the deep pain and offense this has caused, particularly to those who honor the victims, their families and all who contributed to Korea's democratization," the official added.

The coffee company launched the discount event for "Tank" tumbler sets, along with a controversial phrase, "Put it on the table with a sound of 'Tak!'"

The campaign came under fire, as the word "tank" evoked memories of the military deploying tanks to clamp down on pro-democracy protesters. The word "Tak" also sparked backlash, as it reminded people of student activist Park Jong-chol, who died in 1987 after being tortured.

The spokesperson stressed that the coffee chain is implementing stronger internal controls, review standards and company-wide training to ensure the incident does not happen again.

"We sincerely apologize to the people of Gwangju, to those impacted by this tragedy, and to our customers and communities," the spokesperson said.

Son Jung-hyun, head of SCK Company, which operates Starbucks Korea under E-Mart, was fired after the online event began. Shinsegae Group Chairman Chung Yong-jin also issued an apology.

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