Baejaehakdang Alumni Association calls for principal's resignation over 'Starbucks' taunt at high school baseball game

The alumni association of Baejaego High School has issued a formal apology on behalf of its students and school, saying it is "deeply dismayed and offers its sincerest regrets and apologies" over a regional-slur chant directed at rival Gwangju Jeil High School during a national high school baseball tournament.

Kim Dong-yeon, the 39th president of the Baejaehakdang Alumni Association, and its board members posted a statement on the association's website Tuesday saying that if the reported facts are accurate, "this was not a simple mistake made during cheering, but an act that directly contradicts the spirit of sportsmanship — something students, who must hold respect and consideration for others as a core value, should never do." The statement added that the incident "must be taken all the more seriously because it was a betrayal of the basic dignity and courtesy that must be upheld on the field, entirely apart from any particular ideology or political view."

The association said Baejaehakdang has stood for more than 140 years as "a prestigious national institution that has placed character and integrity at the heart of its education, upholding the Baejae spirit of respecting and serving others." It said the incident "not only damaged the school's honor but, more importantly, inflicted deep wounds on the opposing school and its alumni, and we feel profound remorse and a full sense of responsibility."

"We sincerely apologize to the players of Gwangju Jeil High School in particular," the statement read. "We subjected athletes who gave their all for a fair and honorable contest to humiliation and hurt they should never have had to endure, and we caused disappointment and anger to the parents and coaches who watched the game. On behalf of the entire Baejae community, we humbly ask for forgiveness."

The association also urged the Baejae school foundation to conduct a thorough investigation, hold those responsible strictly accountable, and put in place fundamental measures to prevent a recurrence.

"This incident must not be dismissed simply as the misconduct of a few students," the association said. "A thorough review must be carried out into whether the systems for educating, guiding and supervising student athletes were functioning properly, and the school leadership, which bears responsibility for oversight and management, cannot be absolved of accountability."

The association went on to say "a decision by the school's top official is necessary," and strongly demanded that "the principal must resign immediately to take moral and managerial responsibility for this incident, and the school foundation must also take strict measures regarding its related responsibilities."

The association warned that it "will closely monitor the school's investigation and follow-up measures, and will continue to press for stricter accountability and action against those found responsible for damaging the school's honor and for failures in oversight and management."

It added that the matter "must never be minimized or handled as a formality, and responsible measures at a level acceptable to the Baejae community and the public at large must follow without fail."

The controversy erupted Sunday at Mokdong Baseball Stadium in Yangcheon-gu, Seoul, during the 81st Cheongrong-gi National High School Baseball Championship and Weekend League Tournament, when some Baejaego student athletes shouted "Let's go, let's go, let's go to Starbucks" toward the Gwangju Jeil dugout. Some players also shouted "Tank Day!" and several performed a dance move in unison.

The "Let's go to Starbucks" chant was widely interpreted as a mocking reference to the controversy surrounding Starbucks Korea's "May 18 Tank Day" promotional event, which had sparked significant public backlash. Gwangju Jeil immediately protested to the umpires during the game, and the umpires issued a caution to the Baejaego side, bringing the immediate situation to a close.

After the incident spread online, Baejaego posted an official apology on its website Sunday. However, the school drew further criticism for appearing to downplay the episode by stating that it had "immediately stopped the student athlete in question and taken necessary measures on the spot." The apology drew additional scrutiny when it emerged that the document contained a watermark from the AI tool Gemini, deepening the controversy.

The incident is now under review by the Seoul Metropolitan Office of Education.