Starbucks Korea dismissed its chief executive officer following a promotional campaign for a line of tumblers that used phrases widely perceived as mocking South Korea's pro-democracy movement and the death of a student activist under the former military dictatorship. The Shinsegae Group, the retail conglomerate that operates Starbucks Korea under licence, terminated Sohn Jeong Hyun over what it described as 'inappropriate marketing'.
Controversial Campaign Timing
The controversy erupted after the company launched a 'Tank Day' campaign for its 'Tank' tumbler series on 18 May, the anniversary of the 1980 military crackdown on pro-democracy protesters in Gwangju. For many South Koreans, the use of the word 'tank' on that date appeared to reference the military vehicles deployed against civilians during one of the nation's most traumatic episodes of state violence. The promotion also featured the phrase 'Tak! on the desk', which many interpreted as echoing the dictatorship-era cover-up surrounding the 1987 torture death of student activist Park Jong Cheol.
Campaign Details and Backlash
Starbucks Korea promoted discounts on products such as the 'Colorful Tank Tumbler Set' and 'Tank Duo Set' before withdrawing the campaign after backlash escalated online. Apologising for the advertisement, the company acknowledged that 'wording connected to the May 18 Gwangju Democratic Uprising, which carries profound historical significance, was used in an extremely inappropriate manner'. In a statement, it added: 'We once again apologise for causing this controversy on a memorial day that honours the noble spirit of the May 18 democratic movement and the sacrifices of its victims.' The company pledged to investigate how the campaign was approved, strengthen internal review procedures, and introduce training on 'historical awareness and ethical standards'.
Historical Context
The Gwangju uprising began on 18 May 1980 after residents of the southwestern city protested against martial law imposed by military leader Chun Doo Hwan following his seizure of power. Troops and paratroopers were sent into the city to suppress the demonstrations, with soldiers using batons, bayonets, live ammunition and tanks against civilians over ten days of violence that later became a defining symbol of the country's democracy movement. Government figures place the death toll at around 200 people, but victims' groups and historians say the real number is significantly higher, with estimates ranging from several hundred to around 2,000 dead.
Additional Historical Reference
The phrase 'Tak! on the desk' carried a separate historical reference that many South Koreans recognised immediately. After student activist Park died during police interrogation in 1987, authorities falsely claimed that he collapsed when an officer struck the desk with a 'tak' sound. The explanation became infamous as a symbol of brutality and deception of the dictatorship after it emerged that Park had died under torture. His death helped ignite the pro-democracy protests that eventually forced the military to accept direct presidential elections.
Public Outrage and Political Condemnation
Anger against the Starbucks advertisement campaign spread quickly on South Korean social media. 'What were they trying to celebrate with 'Tank Day' anyway? The military dictatorship deploying army tanks to crush and massacre innocent civilian protesters, causing a bloodbath? Insanity!' said one user on X. Some users called for boycotts, several posted pictures and videos of their Starbucks cups crumpled and mugs smashed and thrown into bins, and the phrase 'tal-buck' – a Korean expression meaning to quit Starbucks – began trending online. South Korean President Lee Jae Myung publicly condemned the campaign after attending a memorial ceremony in Gwangju on Monday. He wrote that he was 'outraged' by the company's actions and said the campaign had 'tarnished the bloody protests of Gwangju citizens and the victims of the protests'. 'On this historic Gwangju May 18 Democratization Movement Memorial Day, calling an event '5.18 Tank Day' that mocks the blood-soaked struggle of the Gwangju victims and citizens,' he wrote. 'How many lives were unjustly lost that day, and how devastating is the damage to justice and history as a result. Out of what twisted resentment did they commit such an act? I am outraged by this inhumane, bottom-feeding behaviour from these low-class peddlers who deny the Republic of Korea's community, basic human rights, and democratic values.'
Corporate Apologies and Actions
Chung Yong Jin, chair of Shinsegae Group, issued a public apology on Tuesday. In a statement, he said the campaign was 'an inexcusable wrongdoing that trivialised the pain and sacrifice of everyone who devoted themselves to advancing democracy in this nation'. Starbucks headquarters in Seattle, US, also apologised. '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.' Kim Soo Wan, senior executive vice president at the Shinsegae Group, went to Gwangju to apologise to organisations representing victims of the pro-democracy movement. According to the Korea Times, the groups refused to meet him, saying he had arrived without prior consultation. The executive said the company took the controversy 'very seriously', but insisted the campaign had no 'malicious intent'. The Shinsegae Group would investigate how the promotion was approved and return to apologise again, he added.
