Starbucks Korea, criticized for using a May 18 Democratization Movement anniversary promotion phrase, posted an additional apology at stores nationwide. As the controversy spilled over into complaints aimed at store employees, the company made clear that headquarters is responsible and moved to protect frontline staff.
In an apology notice posted at stores nationwide on the afternoon of the 22nd, Starbucks Korea said, "We once again bow our heads and offer a deep apology for the wrongdoing that caused great pain to the souls of those who died in the May 18 Democratization Movement, the bereaved families, and the public."
Starbucks Korea also stressed that this controversy has nothing to do with store employees. The company said, "This incident was entirely a mistake that occurred during the operation of headquarters' online business and is unrelated to store partners," and added, "We earnestly ask that you refrain from criticizing partners who do their best at every moment."
It added, "We would appreciate it if customers would show warm consideration so partners can work with peace of mind." Starbucks Korea is said to have posted a second apology to reduce on-site confusion after criticism and complaints continued to be directed at frontline store employees.
Earlier, on the 20th, Starbucks Korea held a town hall meeting for employees at its headquarters in Gangnam, Seoul, to share related updates. The meeting aimed to hear staff opinions and stabilize the internal mood.
The meeting was held without attendees from Shinsegae Group, and about 150 of the roughly 600 headquarters employees of Starbucks Korea took part, according to reports. Starbucks Korea executives are said to have explained the unsettled situation caused by the controversy and the replacement of the CEO, and asked employees to continue working without agitation.
A Starbucks Korea official said, "An investigation into the specific circumstances is underway, and we will disclose the results transparently to employees and the public as soon as they are available."
On the 18th, the anniversary of the May 18 Democratization Movement, Starbucks Korea ran a tumbler promotion and used the phrases "Tank Day" and "On the desk with a thud!" drawing strong criticism.