Starbucks Korea CEO Dismissed Over May 18 Tank Day Promotion

The chief executive of Starbucks Korea has been dismissed following a swift public backlash against a promotional campaign that was widely perceived as mocking a pivotal and tragic event in South Korea's democratic history. The controversy erupted on May 18, the anniversary of the 1980 Gwangju Uprising, when the company launched an online "Tank Day" promotion for a line of reusable drinkware called "Tank tumblers."

Shinsegae Group, the conglomerate that holds a controlling stake in Starbucks Korea, announced the firing of CEO Sohn Jeonghyun, stating he was removed for carrying out inappropriate marketing. The company terminated the promotion just hours after it began. The use of the phrase "Tank Day" was criticized for evoking the military tanks deployed by the authoritarian government of Chun Doo-hwan to suppress pro-democracy protesters in Gwangju. Official records state 165 civilians were killed, with hundreds more missing or later dying from injuries, though many believe the actual death toll was higher.

The promotion also included a Korean phrase, "Put it on the table with a sound of 'Tak!'" which critics linked to the 1987 torture death of student activist Park Jong-chul....