Seoul high school baseball team faces probe over 'Starbucks' chant during game against Gwangju side
The team from the capital faces a disciplinary review after players chanted a slogan seen as mocking the events of the May 18 Gwangju Democratization Movement during a national tournament.
Lee Kyu-yeon, the principal of Gwangju Jeil High School, hands over a letter of protest at the Korea Baseball Softball Association office in Songpa District, southern Seoul, on June 30.YONHAP
A Seoul high school baseball team will face a disciplinary review after its players chanted slogans mocking their opponents' home region during a national tournament game.
The controversy arose during the first-round game between Paichai High School of Seoul and Gwangju Jeil High School at the 81st Blue Dragon Championship, one of Korea’s most prestigious high school baseball tournaments, on Monday at Mokdong Baseball Stadium in Yangcheon District, western Seoul.
During the game, Paichai players repeatedly chanted, "Let's go, let's go, let's go to Starbucks!”
The chant alluded to a controversial Starbucks Korea promotion in May called "Tank Day." The now-suspended ad campaign drew widespread criticism for seemingly mocking the May 18 Gwangju Democratization Movement in 1980, where civilians and protesters demanding democracy were violently suppressed by the military.
The ad campaign led to a public apology from Shinsegae Group Chairman Chung Yong-jin and the firing of Starbucks Korea CEO Sohn Jeong-hyun.
Directed at players from Gwangju, the chant was widely viewed as a regional insult, referencing the earlier controversy and reopening generational trauma.
Gwangju coaching staff immediately asked officials to “stop the chant.” After the game, the Paichai manager and coaches visited the opposing dugout to apologize.
However, the backlash has since widened.
Players of the Paichai High School baseball team chant during a game against Gwangju Jeil High School at Mokdong Baseball Stadium in Yangcheon District, western Seoul, on June 29.SCREEN CAPTURE
"We are reviewing the circumstances and statements from those involved to establish the facts," the Korea Baseball Softball Association (KBSA) said on Tuesday. "The KBSA’s fair sports committee will meet and take appropriate action through a fair and rigorous process in accordance with the relevant regulations."
Lee Kyu-yeon, principal of Gwangju Jeil High School, visited the KBSA to deliver a letter of protest. Korean Teachers and Education Workers Union and other education groups also issued statements condemning the incident.
In addition to the KBSA’s sports fairness committee, the Seoul Metropolitan Office of Education has launched a separate investigation.
“We are taking this case very seriously,” said the Seoul Metropolitan Office of Education in a statement on Tuesday. “Phrases that mock historical trauma and specific regions cannot be tolerated in student sports.”
The Seoul Metropolitan Office of Education building is seen in Yongsan District,.central Seoul, on March 5.YONHAP
Paichai is scheduled to play Suncheon Hyocheon High School, also from South Jeolla, in Seoul on Thursday, but whether the game proceeds as planned will depend on the committee's decision.
The incident has also raised questions about the future of several Paichai High School players who are considered prospects for this year’s KBO draft.
"Only players who receive a suspension or a more severe disciplinary sanction for school violence are barred from the KBO rookie draft," a KBO representative said. "The KBO's ability to intervene in this case is limited."
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
