Starbucks Korea launched a campaign that inappropriately referenced the Gwangju Uprising
The chief executive officer of Starbucks Korea has been fired after an online promotional event of the coffee-chain drew backlash from civic groups and condemnation from South Korean President Lee Jae-myung.
Son Jung-hyun was terminated on Monday just hours after Starbucks Korea launched its controversial "Tank Day" promotional event online, Yonhap News Agency reported.
The event, which coincided with the anniversary of the democratisation movement in South Korea also known as the Gwangju Uprising, was a tumbler promotion campaign that used the slogan "Tank Day."
The campaign also used the phrase "Put it on the table with a sound of 'Tak!'", according to local media reports.
Civic groups and online users immediately slammed the promotion for inappropriately referencing the Gwangju Uprising, accusing Starbucks Korea of "damaging the spirit of the democracy movement through a shallow understanding of history."
According to critics, the word "tank" recalled military vehicles that were deployed by martial law troops during the crackdown. The word "tak" also evoked the torture and death of student activist Park Jong-chol in 1987.
President Lee Jae-myung was among the critics of Starbucks Korea's online promotional event.
"I am outraged by the inhumane behavior of profiteers who deny the values of the Republic of Korea, fundamental human rights and democracy," Lee said on social media platform X.
Apology from Starbucks
Following the backlash, an apology was issued by the chairman of Shinsegae Group, the conglomerate that owns E-Mart, which operates Starbucks Korea.
"We have caused deep pain to the spirits of those who died in the May 18 democratisation movement, their bereaved families and the Korean people," said Shinsegae Group Chairman Chung Yong-jin as quoted by Yonhap News Agency.
"I bow my head in apology on behalf of the group."
Chung further admitted that the event was an "inappropriate marketing campaign."
"This was an inexcusable mistake that trivialised the pain and sacrifices of all those who devoted themselves to democracy in this country," he added.
Aside from the termination of the Starbucks Korea CEO, Shinsegae also ordered disciplinary measures against those involved in planning and approving the event.
All employees and executives, including Chung, will also undergo training to establish "strict historical consciousness and ethical standards."
Meanwhile, a spokesperson from Starbucks' headquarters in Seattle told The Korea Herald that it was "deeply sorry" for the incident, adding that internal controls, review standards, and company-wide training are being implemented to avoid similar incidents in the future.
"We are deeply sorry for an unacceptable marketing incident in Korea that referenced and coincided with May 18, the commemoration of the Gwangju Democratisation Movement — a day of profound historical and human significance," the spokesperson told the news outlet.
"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."
The Gwangju Uprising was a series of student-led demonstrations in Gwangju Province in South Korea in May 1980 to protest the military dictatorship of General Chun Doo-hwan, who had seized power following a coup in December 1979. The uprising was violently suppressed by government forces, with casualties estimated to reach thousands.
