The CEO of Starbucks Korea has been fired after a controversial “Tank Day” marketing campaign triggered nationwide backlash for evoking painful memories of South Korea’s brutal 1980 military crackdown on pro-democracy protesters in Gwangju.
WEBDESK – MediaBites News
Starbucks Korea chief Sohn Jeong-hyun was dismissed by retail giant Shinsegae Group following public outrage over the company’s promotional campaign launched Monday.
The campaign promoted Starbucks Korea’s “Tank” line of tumblers using the tagline: “Put it on the table with a sound of ‘Tak!’” However, the timing immediately sparked criticism because May 18 marks South Korea’s Democratisation Movement Day, commemorating the 1980 Gwangju Uprising.
During the uprising, hundreds of pro-democracy protesters were reportedly killed or went missing after military ruler Chun Doo-hwan deployed troops and tanks to crush demonstrations demanding democracy.
The campaign’s use of the word “tank” and the sound effect “tak” deeply angered many South Koreans. Critics said the phrase echoed a notorious 1987 police explanation regarding the death of student activist Park Jong-chul, who died after torture during military rule. Police had claimed he died after investigators accidentally struck a desk making a “tak” sound — a statement that became symbolic of state brutality in South Korea.
South Korean President Lee Jae Myung publicly condemned the campaign, saying he was “enraged” by the insensitive marketing.
“The campaign tarnished the bloody protests of Gwangju citizens and the victims of the protests,” Lee wrote on social media, demanding an apology to victims’ families.
Starbucks Korea later withdrew the campaign and issued a public apology, while Shinsegae Group Chairman Chung Yong-jin also apologized, saying the promotion had caused deep pain to the public and families connected to the May 18 movement.
Starbucks Global also released a statement expressing regret and confirmed that an internal investigation had begun.
“We sincerely apologize to the people of Gwangju, to those impacted by this tragedy, and to our customers and communities,” the company said, adding that stricter review systems and staff training would be implemented to prevent similar incidents in the future.
The controversy also impacted financial markets, with shares of Shinsegae-owned retailer E-Mart falling 5.5% in Seoul trading following the backlash.
The incident has reignited national debate in South Korea over historical sensitivity, corporate responsibility and the importance of respecting painful chapters of democratic struggle.
