Starbucks Korea has dismissed its chief executive, Son Jung-hyun, following a promotional campaign that used slogans evoking the 1980 massacre of pro-democracy protesters in Gwangju. The campaign, launched on 18 May for the 'Tank' tumbler series, coincided with the anniversary of the Gwangju Uprising, a pivotal moment in South Korea's democratisation movement.
Controversial Marketing Campaign
The online promotion featured the date '5/18' paired with the slogan 'Tank Day', referencing the armoured vehicles used by the military regime to suppress the uprising. Additionally, the phrase 'thwack on the desk' echoed a notorious lie from 1987, when authorities falsely claimed a student activist died after an officer hit a desk, a cover-up that became a symbol of regime brutality.
The Gwangju-Jeonnam Memorial Coalition condemned the campaign as 'clearly malicious mockery', accusing management of expressing biased historical consciousness through marketing. Outrage spread quickly, leading to boycott calls and widespread criticism.
Leadership Accountability
Shinsegae Group Chair Chung Yong-jin, whose hypermarket Emart subsidiary holds a majority stake in Starbucks Korea, ordered the dismissal of both the CEO and the executive responsible for the campaign. A Shinsegae Group official stated that Chung considered the issue 'very serious' and took the extreme measure of removing the CEO.
Starbucks Korea apologised and pulled the promotion, promising stricter internal reviews. A company spokesperson said, 'While unintentional, this should never have happened. We recognise the deep pain and offence this has caused, particularly to those who honour the victims, their families, and all who contributed to Korea's democratisation.'
Political and Public Reaction
President Lee Jae Myung, who attended the Gwangju memorial that day, condemned the campaign on social media, calling those responsible 'low-class peddlers' and demanding accountability. The controversy also reignited scrutiny of Chung Yong-jin's past anti-communist rhetoric and his ties to far-right groups.
The Mart Industry Labour Union called on Shinsegae Group to halt its 'anti-historical far-right behaviour'. The incident highlights ongoing tensions in South Korea over historical memory and political sensitivity.
