The chief executive of Starbucks Korea has been removed from his position after a marketing campaign linked to a reusable tumbler promotion triggered outrage across South Korea over its apparent connection to one of the country’s darkest democratic struggles.
The controversy centred on a campaign titled “Tank Day”, launched on May 18 to promote the company’s “Tank” tumbler range. The date coincided with the 46th anniversary of the 1980 Gwangju pro-democracy uprising, during which military forces violently suppressed demonstrators demanding democratic reforms.
Many South Koreans viewed the wording as deeply insensitive, saying it evoked the military tanks used during the crackdown in Gwangju. Critics also condemned the campaign’s use of the phrase “Tak!” or “Tak on the desk”, which was interpreted as recalling the notorious explanation once given by police over the torture death of student activist Park Jong-chol in 1987.
The Gwangju uprising remains a defining moment in South Korea’s modern history. Official records show that at least 165 civilians were killed, dozens disappeared and hundreds more later died from injuries sustained during the unrest, although campaigners believe the actual death toll was far higher.
Public anger intensified rapidly online, with civic groups and consumers accusing the coffee chain of trivialising the suffering of victims and their families. Some social media users also called for a boycott of Starbucks Korea.
South Korean President Lee Jae Myung strongly criticised the campaign, describing it as offensive and disrespectful to the values of democracy and human rights. He said he was angered that such a promotion could be carried out on a date so closely tied to the country’s democratic struggle.
Following the backlash, Shinsegae Group, which operates Starbucks in South Korea, dismissed Starbucks Korea chief Son Jung-hyun and reportedly ordered disciplinary action against those involved in planning and approving the campaign.
Starbucks Korea later withdrew the promotion and issued a public apology, acknowledging that the wording used in the campaign was inappropriate. The company also pledged to improve historical awareness and ethical standards among staff to prevent similar incidents in future.
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