Starbucks Korea CEO Fired After ‘Tank Day’ Promotion Triggers National Outrage

BBC Business reported Tuesday that Starbucks Korea’s chief executive has been dismissed following a promotional campaign that struck millions of South Koreans as a callous reference to one of the country’s darkest historical events.

A Promotion That Hit a Raw Nerve

The Starbucks Korea CEO, Sohn Jeong-hyun, was let go after the company launched what it called a “Tank Day” event promoting oversized drink tumblers. The campaign went live on Monday, the 46th anniversary of the Gwangju Uprising crackdown. Many South Koreans immediately drew a connection between the word “tank” and the military vehicles used to crush pro-democracy protesters in May 1980. Estimates suggest hundreds of demonstrators were killed during that crackdown. Subsequent investigations confirmed that soldiers under the military regime of Chun Doo-hwan also committed sexual violence against victims. The promotion was pulled within hours of its launch.

Also Read: What the Gwangju Uprising Means to South Korea

Presidential Condemnation and Calls to Boycott

South Korean President Lee Jae Myung posted a sharply worded statement on X, saying the campaign “insults the victims and the bloody struggle” of Gwangju residents. He described the move as “inhumane behaviour” that undermined the country’s foundational democratic values. Public anger spread quickly on social media. Calls for boycotts targeted both Starbucks Korea and its majority owner, the Shinsegae conglomerate. One widely circulated X post called the campaign “utterly absurd and infuriating.” Critics also noted the promotional phrase “tak on the table” in Korean materials. That phrasing echoes a notorious 1987 police statement used to cover up a student activist’s death by torture.

Background: A Sacred Date in South Korean History

The Gwangju Uprising of May 1980 became a defining moment in South Korea’s push for democracy. The resistance it inspired fueled seven years of activist organizing. That effort ultimately brought down the Chun regime in June 1987. May 18 is now observed annually as a national day commemorating those who died for democratic freedoms. The date has been depicted repeatedly in Korean cinema and television as a period of profound national trauma.

Also Read: South Korea’s Democratic Transition

Shinsegae Pledges Process Overhaul

Shinsegae Group Chairman Chung Yong-jin called the campaign an “inexcusable mistake.” He pledged a full investigation into how the promotion received internal approval. The group said it would revise marketing review procedures across all its affiliates. Shinsegae’s subsidiary E-mart holds a 67.5% stake in Starbucks Korea. Singapore’s sovereign wealth fund GIC owns the remainder. The US-based Starbucks Coffee Company has held no operational stake in the Korean business since divesting in July 2021.

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