Starbucks Korea has dismissed its chief executive following a controversial coffee tumbler promotion perceived to reference a historical incident. The campaign, launched on Monday, coincided with the anniversary of the Gwangju Uprising crackdown and led to calls for a boycott of Starbucks Korea.
The promotion, dubbed "Tank Day," featured tumblers from its "Tank Series," described as having "spacious volume." Critics interpreted the "tank" motif as a reference to military vehicles deployed in May 1980 to suppress pro-democracy protesters during the Gwangju Uprising. South Korean President Lee Jae Myung issued a harsh rebuke, stating the campaign "insults the victims and the bloody struggle" of Gwangju residents.
Promotion Rollback and Apologies
Starbucks Korea withdrew the promotion hours after its launch.
Shinsegae, the conglomerate holding a majority stake in the coffee chain, issued an apology for "inappropriate marketing" and subsequently fired CEO Sohn Jeong-hyun. The company stated, "We sincerely apologise for causing inconvenience and concern to our customers due to this. We have immediately suspended the event and will review and improve our internal processes to prevent similar incidents from recurring in the future."
Starbucks' headquarters in the United States also issued an apology, acknowledging that "while unintentional, [the incident] should never have happened." The statement added, "We recognise the deep pain and offense this has caused, particularly to those who honor the victims, their families, and all who contributed to Korea's democratisation."
Historical Context and Corporate Response
Starbucks Korea has dismissed its chief executive following a controversial coffee tumbler promotion perceived to reference a historical incident.
The Gwangju Uprising, which occurred on May 18, 1980, involved the military government's suppression of pro-democracy demonstrators, resulting in hundreds of deaths. Subsequent investigations confirmed instances of rape and sexual assault by troops. The event is annually commemorated as a significant day for South Korean democracy and has been depicted in various media.
Some interpretations also linked the campaign to the 1987 pro-democracy movement. Promotional material included the Korean phrase "tak on the table!" which sounds like an object being slapped. "Tak" was reportedly used in a controversial police statement regarding the death of a student activist in 1987, where police claimed the activist died after an interrogator slapped a table, despite evidence of torture.
Chung Yong-jin, Shinsegae's group chairman, called the Starbucks 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 a thorough investigation into the approval procedures and a re-examination of marketing content review processes across all Shinsegae affiliates. Starbucks Coffee Company, headquartered in the US, no longer has operational involvement in Starbucks South Korea since selling its stakes in July 2021. Shinsegae's subsidiary E-mart owns a 67.5% controlling stake, with Singapore's sovereign wealth fund GIC holding the remainder.
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