A360
Key Takeaways✦ Atlas AI
01
CEO dismissed over controversial campaign.
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Promotion evoked 1980 Gwangju Uprising.
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South Korean President condemned campaign.
Atlas AI
The Chief Executive Officer of Starbucks Korea, Son Jung-hyun, was dismissed on Tuesday, May 19, 2026, following public outrage over a marketing campaign that referenced a historical military crackdown in South Korea. The campaign, which promoted new coffee tumblers, used the phrases "Tank Day" and "5/18," coinciding with the May 18, 1980, Gwangju Uprising. This event involved the military suppression of pro-democracy protesters, resulting in hundreds of deaths.
Shinsegae Group, Starbucks' South Korean operator, confirmed the dismissal, stating that Chairman Chung Yong-jin personally ordered the action after an internal investigation. The conglomerate indicated that another executive involved in the campaign would also be terminated. The decision aims to prevent similar incidents, according to the Shinsegae Group.
The promotional material's wording and timing drew criticism from civic groups and South Korean President Lee Jae-myung, who described the campaign as mocking the "blood-soaked struggle" for democracy. Son Jung-hyun had previously issued an apology, acknowledging the "deep hurt" caused and attributing the issue to insufficient internal review.
South Korea is a significant market for Starbucks, with over 2,000 outlets, making it the third-largest market globally after the United States and China.
