Starbucks Korea has dismissed its chief executive, Sohn Jeong-hyun, following a controversial "Tank Day" promotion that drew widespread criticism for its perceived reference to a significant historical tragedy in South Korea. The promotion, launched on Monday, coincided with the anniversary of the Gwangju Uprising crackdown, a period when military forces were deployed to suppress pro-democracy protesters.
The "Tank Day" coffee tumbler campaign quickly sparked calls for a boycott of Starbucks Korea and elicited a strong rebuke from President Lee Jae Myung. Many South Koreans interpreted the "tank" motif as a reference to the military vehicles used in May 1980 to crush demonstrators in the city of Gwangju. Reports indicate that hundreds of protesters were killed during the crackdown on May 18, 1980, an event that has since become a symbol of national trauma and a commemoration of the country's struggle for democracy.
Starbucks Korea swiftly rolled back the promotion mere hours after its launch. Shinsegae, the conglomerate holding the majority stake in the coffee chain, issued an apology for "inappropriate marketing" and subsequently terminated the contract of its chief executive. The promotion, which featured the English phrase "Tank Day," was intended to highlight Tank Series drink tumblers advertised for their "spacious volume."
According to local reports, Starbucks Korea initially stated that the Tank Series was part of a broader tumbler rollout campaign scheduled to run from May 15 to May 26. The company issued a statement expressing sincere apologies for the inconvenience and concern caused, announcing the immediate suspension of the event and a commitment to reviewing and improving internal processes to prevent future occurrences.
Starbucks' headquarters in the US also released an apology, acknowledging that while the incident was unintentional, it "should never have happened." The company recognized the profound pain and offense caused, particularly to those who honor the victims and their contributions to Korea's democratization. Social media platforms saw an outpouring of user frustration, with many deeming the campaign "utterly absurd and infuriating" and calling for boycotts of both Starbucks Korea and Shinsegae.
President Lee Jae Myung was among the prominent figures to condemn the campaign, stating it "insults the victims and the bloody struggle" of Gwangju residents. He questioned the decision-making process behind the promotion, given the historical significance of the day and its impact on the nation's justice and history. Lee expressed outrage at what he described as "inhumane behavior" that denied the country's values of human rights and democracy.
Further investigations into the Gwangju massacre later confirmed instances of rape and sexual assault committed by troops under the military regime of Chun Doo-hwan. The events of May 18, 1980, have been frequently depicted in South Korean films and television as a day of national trauma, while also being annually commemorated as a sacred day of democracy. The Gwangju Uprising is widely seen as a pivotal moment that set South Korea on its path toward democracy, serving as a rallying cry for activists that culminated in the June 1987 movement which ultimately toppled Chun's regime.
Some individuals in South Korea have suggested that the Starbucks Korea campaign might also allude to the 1987 movement. Promotional materials for the tumbler included the Korean phrase "tak on the table!" which sounds similar to an object being placed on a table. Notably, "tak" was also the word used in a controversial 1987 police statement concerning the death of a student activist in custody. The police initially claimed the activist died after collapsing when an interrogator slapped the table, a narrative later contradicted by evidence suggesting the activist died due to torture.
Shinsegae's group chairman, Chung Yong-jin, characterized the Starbucks campaign as an "inexcusable mistake that trivialized the suffering and sacrifices" of those dedicated to the country's democracy. He pledged a thorough investigation into the approval procedures for the event and a re-examination of the marketing content review process across all Shinsegae affiliates.
It is important to note that Starbucks Coffee Company, headquartered in the US, has no operational involvement in Starbucks Korea following the sale of its stakes in July 2021. Shinsegae's subsidiary, E-mart, holds a 67.5% controlling stake in Starbucks Korea, with the remaining share owned by Singapore's sovereign wealth fund, GIC.
