The executive leading Starbucks Korea operations has been terminated following intense public backlash over a marketing initiative that inadvertently referenced a tragic military assault on democracy advocates in 1980.
Shinsegae Group, the retail company that operates the American coffee brand’s South Korean locations, announced the dismissal of Sohn Jeong-hyun, who oversaw Starbucks Korea, citing “inappropriate marketing” as the reason for his termination.
The controversy erupted when Starbucks introduced its “Tank Day” promotional event on Monday, advertising its “Tank” tumbler collection with the slogan “put it on the table with a sound of ‘Tak!’”
The timing proved particularly problematic as Monday coincided with Democratisation Movement Day, an annual observance honoring the student-led Gwangju Uprising from May 1980. The marketing campaign triggered widespread condemnation throughout South Korea.
During that uprising, military forces under dictator Chun Doo-hwan’s regime used troops and armored vehicles to suppress demonstrators, resulting in hundreds of deaths and disappearances. Many aspects of the incident remain unclear, including who authorized soldiers to fire upon protesters. Chun eventually resigned in 1988 as democratic movements gained momentum.
The promotional phrase “tak” also drew criticism for resembling official explanations given by South Korean authorities in 1987 regarding a student activist’s death, who was later determined to have been tortured. Officials at that time claimed the student died after investigators hit a desk producing a “tak” noise, according to media accounts.
Attempts to contact Sohn were unsuccessful, and Starbucks Korea refused to provide access to him, stating he had departed the organization. The company has discontinued the campaign.
South Korean President Lee Jae Myung expressed his fury over the promotion on social media Monday, demanding an apology to families of those killed during the uprising.
“I deeply bow in apology as the representative of the group,” Chung said. The marketing “deeply hurt the public, the bereaved families, and the victims of the May 18 demonstration.”
The campaign “tarnished the bloody protests of Gwangju citizens and the victims of the protests,” Lee stated, describing it as the work of a “degenerate peddler.”
Both Starbucks Korea and Shinsegae Group Chairman Chung Yong-jin issued public apologies on the company website.
Despite the apologies, Starbucks Korea’s statement received over 2,800 mostly negative social media responses, with users sharing images of themselves obtaining refunds on prepaid cards and terminating their mobile app accounts with the coffee retailer.
Additional users posted videos showing themselves destroying Starbucks merchandise including tumblers and mugs.
Stock prices for Shinsegae’s E-Mart retail division, which holds a 67.5% ownership in Starbucks Korea (now called SCK Company), dropped 5.5% at Seoul’s market close.
Starbucks Global released its own statement Tuesday, expressing regret about the incident and announcing an internal investigation.
“We sincerely apologize to the people of Gwangju, to those impacted by this tragedy, and to our customers and communities,” a spokesperson at Starbucks Global said in an email to Reuters.
“Leadership accountability actions have been taken, and a thorough investigation is underway,” the spokesperson said. “We are implementing stronger internal controls, review standards, and company-wide training to ensure this does not happen again.”
