Starbucks Korea CEO Dismissed Over Marketing Campaign

Starbucks Korea dismissed its CEO after a promotional campaign launched on the anniversary of a pro-democracy uprising

The coffee chain faced public criticism from consumers and Korean politicians over its Tank Day promotion.

President Lee Jae Myung posted on X: "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."

The promotion ran on the anniversary of the Gwangju Uprising crackdown in May 1980. Military forces deployed tanks during the incident to stop pro-democracy protesters.

Shinsegae, which holds a majority stake in Starbucks Korea, removed CEO Sohn Jeong-hyun from his position. The conglomerate apologised for what it called "inappropriate marketing" and withdrew the campaign hours after launch.

Marketing approval under review

According to local reports, the Tank Day campaign promoted a series of drink tumblers called Tank Series. The promotion described the products as offering "spacious volume" for drinking coffee outside the home.

Starbucks Korea had planned to run the campaign from 15 to 26 May. The company clarified the Tank Day tumbler was part of a series scheduled for release during this period.

The company responded to the criticism with a statement: "We sincerely apologise for causing inconvenience and concern to our customers due to this."

It added: "We have immediately suspended the event and will review and improve our internal processes to prevent similar incidents from recurring in the future."

Reference to democratisation movement

Starbucks Korea acknowledged the historical context in its response. The company stated: "We have recognised that the wording used in our online tumbler sales event contained highly inappropriate references to the May 18 Gwangju Democratisation Movement."

The statement noted "the content in question was not thoroughly reviewed internally prior to the event's launch".

Starbucks' US headquarters issued a separate statement. The company acknowledged that "while unintentional, [the incident] should never have happened".

It said: "We recognise the deep pain and offense this has caused, particularly to those who honour the victims, their families and all who contributed to Korea's democratisation."

Campaign materials drew criticism

The 18 May Gwangju Uprising remains a day of remembrance in South Korea. The country commemorates those who died in the democratisation movement each year.

The uprising grew between 1980 and 1987 into a nationwide movement. In June 1987, the protests ended President Chun Doo-hwan's regime.

Starbucks' promotional materials included the phrase "tak on the table" in Korean. The onomatopoeia sounds like an object hitting a table.

Korean police used the word "tak" in a 1987 statement about student activist Park Jong-chul's death. Officers claimed Park collapsed after an interrogator slapped a table, when the activist had been tortured.

Chung Yong-jin, chairman of Shinsegae Group, called the campaign "an inexcusable mistake that trivialised the suffering and sacrifices of all those who have dedicated themselves to the democracy of this country".

Yong-jin published a statement on 19 May pledging to "thoroughly investigate" approval procedures. He says the company will "re-examine the review process" for marketing content across all affiliates.