Seoul: Starbucks South Korea has dismissed its CEO following public backlash over a controversial promotional campaign.
According to Thai News Agency, Shinsegae Group, which manages Starbucks in South Korea, announced the decision to remove Son Jung-hyun from his position as CEO. This move comes as a response to the outrage caused by the "Tank Day" marketing campaign, deemed inappropriate by many.
The campaign promoted the "Tank Tumbler" on May 18th, coinciding with the anniversary of the Gwangju Uprising in 1980. The use of the term "Tank" in the promotion was criticized for its insensitivity, as it reminded many of the military tanks used during the suppression of protests against the military regime of Chun Doo-hwan. The Gwangju Uprising resulted in numerous civilian casualties and disappearances, making the campaign's timing and wording particularly offensive.
Additionally, the slogan's use of "Tak!" drew criticism due to its association with a controversial police statement from 1987. This statement was related to the death of a student protester, where authorities claimed the student died of a heart attack after a loud "Tak!" sound was made. This connection further fueled public discontent with the campaign.
In response to the criticism, Starbucks South Korea issued an apology on its website. Jung Yong-jin, chairman of Shinsegae Group, also issued a personal apology. South Korean President Lee Jae-myung expressed his dissatisfaction with the campaign on the X platform, urging Starbucks to apologize to the victims' families from the protests.
The public's reaction included widespread social media posts of individuals canceling their Starbucks cards and app, demonstrating their protest against the company's actions.