Starbucks South Korea has fired its CEO after launching the "Tank Day" campaign to promote a new reusable tumbler on the anniversary of the 1980 Gwangju democracy uprising, sparking criticism for being inappropriate and hurting the feelings of massacre victims.
Shinsegae Group, the major retail conglomerate managing Starbucks' operations in South Korea, announced on Tuesday that it had dismissed Son Jung-hyun, CEO of Starbucks Korea, taking responsibility for the inappropriate marketing campaign that provoked public outrage.
The controversy arose when Starbucks Korea launched the "Tank Tumbler" reusable cup on 18 May, coinciding with the anniversary of the Gwangju democratic uprising. The company promoted the campaign as "Tank Day" with the slogan "Set it down on the table with a loud 'Tak!'"
The use of the word "Tank" (meaning both a military vehicle and a large cup) on this date sparked fierce criticism, as it evoked memories of the military tanks deployed brutally against students and citizens during the Gwangju uprising against the military dictatorship of Chun Doo-hwan in 1980. This year marked the 46th anniversary of that tragedy.
The suppression lasted over 10 days, with official figures reporting 165 civilian deaths, 65 missing, and 376 who later died from wounds. Many believe the true death toll was far higher. To this day, who ordered the shooting remains unconfirmed. Former president Chun Doo-hwan resigned in 1988 amid growing democratic demands.
Additionally, the use of the word "Tak!" in the slogan also drew severe criticism, as it recalled a disgraceful 1987 police statement attempting to cover up the death of a tortured student protester. Police claimed the student died of a heart attack after an investigator knocked on the table, making a "Tak!" sound.
South Korean President Lee Jae-myung, who attended a Gwangju memorial ceremony, posted on X expressing anger over the marketing, saying, "I am outraged by this inhumane and shameful act. It is commercial exploitation that denies the values of the Korean community, basic human rights, and democracy. This campaign diminishes the bloodshed of Gwangju citizens and victims." He labeled Starbucks a "degenerate merchant."
The crisis of trust forced Starbucks Korea to immediately withdraw the campaign and issue an official apology on its website, stating, "We deeply bow our heads in apology to the souls lost in the May 18 incident. We acknowledge that the use of related words in promoting the tumbler online was extremely inappropriate." They pledged to raise historical awareness and ethical standards among employees through training to prevent recurrence.
Meanwhile, Shinsegae Group Chairman Jung Yong-jin personally apologized to the public, stating, "On behalf of the group, I sincerely apologize. This marketing has deeply wounded the public, the families of the lost, and all victims of the May 18 protests."