Starbucks Korea CEO Fired After Promotion Sparks Public Outrage

Starbucks Korea’s chief executive officer, Sohn Jeong-hyun, was dismissed after the company’s promotional campaign sparked a major controversy in South Korea. The promotion, titled ‘Tank Day’, was seen by the public as referencing the bloody crackdown on the Gwangju Uprising in 1980, one of the most traumatic episodes in South Korea’s democratic history. The campaign was launched on Monday, coinciding with the anniversary of the suppression of pro-democracy demonstrations in Gwangju on 18 May 1980. Many residents argued that the word ‘tank’ in the promotion referred to the military vehicles used by the regime at the time to crush civilians. The controversy quickly spread on social media and triggered calls to boycott Starbucks Korea. Shinsegae Group, the South Korean conglomerate that holds a majority stake in Starbucks Korea, issued a public apology and dismissed the company’s CEO. In the campaign, Starbucks promoted a line of drink tumblers named the ‘Tank Series’. The company said the term ‘Tank’ was used because of the cups’ size and their capacity to hold more coffee. Local media reported the promotion initially formed part of a tumbler campaign running from 15 to 26 May. ‘We sincerely apologise for the inconvenience and concerns caused to our customers by this matter,’ Starbucks Korea said. ‘We will suspend the event immediately and review and strengthen our internal processes to prevent similar incidents from recurring in the future,’ the company added. Lee criticised the campaign as insulting the victims of the Gwangju tragedy and South Korea’s democratic struggle. ‘What were they thinking, given how many lives were lost that day and how seriously it damages our nation’s justice and history?’ Lee wrote on the X platform. ‘I am angry at the inhumane behaviour of such a low-class merchant, which betrays the fundamental values of human rights and our democracy,’ he added.