Starbucks Sparks Outrage in South Korea Over 'Tank Day' Campaign as CEO Axed Amid Boycott Calls

Jakarta, CNBC Indonesia - Starbucks Korea has issued an apology following controversy over its promotional campaign, which sparked public outrage in South Korea. The company acknowledged on Tuesday (26 May 2026) that the use of artificial intelligence in developing the campaign failed to consider social and historical sensitivities. The controversy arose after Starbucks Korea launched a ‘Tank Day’ tumbler promotion on 18 May, coinciding with the anniversary of the Gwangju Pro-Democracy Movement.

The 1980 Gwangju Uprising was a bloody military crackdown on civilian activists, with official records stating at least 165 civilians killed, 65 missing, and 376 injured. During a press conference in Seoul, parent company Shinsegae Group stated the campaign prioritised speed of launch, leading the company to overlook the historical significance of the date for South Koreans.

‘Priority was given to speed and instant execution. No objections were raised during the planning or approval stages,’ said Jeon Sang-jin, a company executive. ‘They said the 18 May commemoration date was never considered at the time,’ he added.

Investigations revealed weak internal oversight, with several of the seven officials who approved the campaign reportedly signing off without reviewing attached design files, while the usual legal review process was bypassed. Jeon emphasised the incident was not merely an individual error but reflected a lack of social and historical sensitivity within Starbucks Korea.

The controversy triggered a sharp sales decline, leading to the dismissal of Starbucks Korea CEO Son Jung-hyun. Several lawmakers and members of the public have called for a boycott of the coffee chain. South Korean President Lee Jae-myung condemned the campaign as ‘inhumane and shameful’, while police have launched a separate investigation into possible intent behind the campaign.

In the same press conference, Shinsegae Group Chairman Chung Yong-jin publicly apologised to the families of Gwangju tragedy victims but declined to answer questions from journalists afterward. ‘I will not make excuses. I take full responsibility for this issue,’ Chung said, bowing before the media.