Starbucks Korea’s CEO. Son Jung-hyun. Was fired after a promotional campaign that evoked the 1980 Gwangju military enforcement action, according to Al Jazeera. The campaign. Launched on the anniversary of the May 18, 1980, uprising, included the phrase “Tank Day” and “5/18” to promote a new range of coffee tumblers. The wording and timing provoked swift backlash for seeming to invoke the armored vehicles used by the military to suppress pro-democracy activists opposing then-President Chun Doo-hwan.

CEO Apologized, but Faced Immediate Consequences

Before his dismissal. Son apologized for the “deep hurt” caused by the campaign — However, Shinsegae Group Chairman Chung Yong-jin “personally ordered” Son’s firing after a “strict and thorough internal investigation,” the conglomerate said. Chung described the incident as a reason to “make an example of this incident so that nothing similar ever happens again.” Another unnamed executive involved in the campaign was also set to be fired.

Public and Political Outcry

The campaign sparked public outrage in South Korea, with critics questioning the use of the phrase “tak,” which some associate with explanations by South Korean police in 1987 for the death of a student protester. At that time, police claimed the student died after investigators struck a desk making a “tak” sound, according to local media reports. South Korean President Lee Jae-myung expressed his “enraged” reaction to the campaign on X, demanding Starbucks issue an apology to the families of those killed during the uprising.

Unconfirmed Details and Lingering Controversy

Many details about the 1980 Gwangju security operation remain unconfirmed, including who gave the order to open fire on the protesters. Chun Doo-hwan eventually stepped down in 1988 amid growing calls for democracy. Reuters was unable to reach Son for comment, and Starbucks Korea declined to make him available, stating he had already left the company. The company has since withdrawn the campaign.