Starbucks Korea’s chief executive, Sohn Jeong-hyun, was dismissed following backlash over a campaign seen as referencing the 1980 Gwangju Uprising security operation — the promotion, launched on May 18, marked the anniversary of the deadly incident, and sparked widespread condemnation.

Controversial Campaign Triggers Public Outcry

The “Tank Day” promotion featured a coffee tumbler with a design that many felt alluded to the military vehicles used by the government to suppress pro-democracy protests in Gwangju. The campaign. Launched on Monday. Prompted calls to boycott Starbucks Korea and drew sharp criticism from President Lee Jae Myung.

According to local reports, the tumbler was part of a broader campaign running from May 15 to 26. The English phrase “Tank Day” was used to describe the product, which was marketed as having a “spacious volume” for holding large amounts of coffee.

Public Figures and President Condemn the Campaign

President Lee Jae Myung criticized the promotion, stating it “insults the victims and the bloody struggle” of the people in Gwangju. In an X post, he expressed outrage, saying the campaign “denies our country’s values of basic human rights and democracy.”

“I am outraged by such a low-class merchant’s inhumane behaviour,” Lee wrote. Reports estimate that hundreds of demonstrators were killed in Gwangju on May 18, 1980, during the security operation led by then-military government head Chun Doo-hyun.

Further investigations confirmed that troops deployed at the time committed rape and sexual assault. The Gwangju Uprising became a major moment in South Korea’s journey toward democracy, serving as a rallying cry for activists over the next seven years.

Shinsegae Apologizes and Fires CEO

Shinsegae, the conglomerate that owns 67.5% of Starbucks Korea, issued a public apology and suspended the promotion hours after it was launched. The company also announced the removal of Sohn Jeong-hyun from her position.

“We sincerely apologise for causing inconvenience and concern to our customers due to this,” the company said in a statement. “We have immediately suspended the event and will review and improve our internal processes to prevent similar incidents from recurring in the future.”

Shinsegae’s chairman, Chung Yong-jin, 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.” He pledged to “thoroughly investigate” the approval process and “re-examine the review process” for marketing content across all its affiliates.

Starbucks Coffee Company, the US-based parent company, no longer has any involvement in Starbucks Korea’s operations since selling its stake in July 2021. E-mart, a Shinsegae subsidiary, now holds the controlling stake, while Singapore’s sovereign wealth fund GIC owns the remaining shares.