Starbucks Korea CEO Fired Over Promotion Linked to Military Crackdown

Starbucks Korea CEO Son Jung-hyun has been dismissed following a marketing campaign that sparked controversy due to its association with a sensitive historical event.

The incident occurred on May 18, which marked the anniversary of the 1980 Gwangju uprising. The campaign, launched by Starbucks Korea’s South Korean operator, used the term “Tank Day” and referenced the date in promotional materials for new coffee tumblers. This move was seen as insensitive to those affected by the event.

President Lee Jae-myung expressed his outrage over the incident, stating that it mocked the struggle of democracy activists in South Korea. The president called for accountability from Starbucks Korea’s management.

An internal investigation led by Shinsegae Group Chairman Chung Yong-jin found Son Jung-hyun to be “furious” over the incident. As a result, he was fired and another executive involved in the campaign will also face disciplinary action.

Son had earlier apologized for the hurt caused by the campaign, stating that promotional materials were not thoroughly reviewed before their release. The company did not provide further explanation on how the campaign came to be linked with the sensitive date.

The Gwangju uprising, which took place in 1980, was a pivotal moment in South Korea’s democratisation process. It led to the country holding its first free elections in decades in 1987. Government figures estimate that more than 200 people were killed during the crackdown, although some historians believe the true death toll may be higher.

The incident has sparked concerns about cultural sensitivity and corporate accountability in South Korea. Starbucks Korea operates over 2,000 outlets worldwide, making it one of the company’s most important markets.

Source: Al Jazeera