By Blessing Nweke
The chief executive of Starbucks Korea has been dismissed after a promotional campaign tied to the anniversary of South Korea’s Gwangju Uprising sparked public outrage and calls for a boycott.
The controversy erupted Monday when Starbucks Korea launched a “Tank Day” campaign promoting its Tank Series coffee tumblers. Many South Koreans interpreted the wording and imagery as an insensitive reference to military tanks used during the violent crackdown on pro-democracy protesters in Gwangju on May 18, 1980.
The promotion was introduced on the same day South Korea commemorates the uprising, a pivotal event in the country’s democratic history in which hundreds of civilians were killed by troops under the military regime of former leader Chun Doo-hwan.
Following mounting criticism online, Starbucks Korea withdrew the campaign within hours. Shinsegae Group, which holds a majority stake in the coffee chain’s South Korean operations, issued a public apology and announced the firing of Starbucks Korea CEO Sohn Jeong-hyun.
“We sincerely apologise for causing concern to customers,” the company said, adding that it would overhaul internal review procedures to prevent similar incidents.
South Korean President Lee Jae-myung condemned the campaign, calling it an insult to the victims of the Gwangju Uprising and accusing the company of trivialising the country’s democratic struggle.
Shinsegae Chairman Chung Yong-jin also described the campaign as “an inexcusable mistake” that disregarded the sacrifices made by democracy activists.
Critics further pointed to promotional wording that included the Korean phrase “tak on the table,” which some linked to the 1987 torture death of student activist Park Jong -chul. Police at the time falsely claimed the student died after an interrogator merely slammed a desk during questioning.
Starbucks Coffee Company no longer participates in Starbucks Korea operations after selling its stake in 2021.
Original article
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