Starbucks Korea CEO resigns after promotional campaign

The chief executive of Starbucks in South Korea was dismissed after the company conducted a promotional campaign that used slogans and dates linked to past political events. The campaign, titled “Tank Day,” was launched on 18 May to promote a line of tumblers.

The date marks the anniversary of the 1980 Gwangju uprising, during which military forces were deployed against protesters. The promotion paired the date “5/18” with the phrase “Tank Day” and included the expression “thwack on the desk,” which recalled statements made during an earlier investigation into a student activist’s death.

and Company Response Starbucks

Korea withdrew the promotion within hours and issued an apology. The company stated it would implement stricter internal reviews of future marketing materials. The Shinsegae Group chair, whose subsidiary holds the operating license for Starbucks Korea, dismissed the chief executive and ordered the removal of the executive responsible for the campaign, according to the Yonhap news agency.

A coalition representing victims’ groups described the campaign as “clearly malicious mockery” and called for accountability. President Lee Jae Myung, who attended a memorial event that day, stated he was “outraged” by the promotion and said those responsible should be held accountable.

The Mart Industry Labour Union called on the Shinsegae Group to halt what it described as anti-historical behavior. Starbucks Korea has provided free coffee at events organized by groups with political ties in recent years.