Chung Yong-jin, chairman of Shinsegae Group, removed the chief executive of Starbucks Korea on May 19 local time after a promotional campaign drew accusations of mocking some of South Korea’s most sensitive democratic events.
The company said CEO Son Jeong-hyun was dismissed following public outrage over a tumbler promotion that used phrases including “Tank Day” and “Thump on the Desk” in marketing materials distributed through Starbucks Korea’s mobile app and website between May 15 and May 26 local time.
An executive responsible for planning and overseeing the campaign was also terminated, while additional employees involved are expected to face disciplinary measures, according to the company.
Shinsegae officials said Chung ordered an immediate internal investigation after being briefed on the controversy and demanded what the company described as its strongest possible disciplinary response.
The backlash intensified because the campaign coincided with the anniversary of the May 18, 1980, Gwangju Democratization Movement, one of the most pivotal events in modern South Korean history. The uprising began after citizens in the southwestern city of Gwangju protested against military rule imposed by dictator Chun Doo-hwan following a coup. Military forces responded with a violent crackdown that left hundreds of civilians dead or missing, according to historians and human-rights groups. The movement later became a symbol of South Korea’s struggle for democracy.
Critics on social media and online forums argued that the campaign language also referenced the 1987 torture death of student activist Park Jong-chul, whose killing became a catalyst for South Korea’s democratic movement.
Labor organizations and civic groups condemned the campaign as historically insensitive and politically provocative.
The Mart Industry Labor Union called on Shinsegae to apologize publicly and halt what it described as “anti-historical far-right behavior.”
As criticism mounted, Starbucks Korea initially posted an apology on its website and mobile application before issuing a second statement under the CEO’s name.
Shinsegae said it plans to overhaul internal review procedures and strengthen historical awareness training across the company to prevent similar incidents in the future.
