Starbucks Korea CEO fired over 'Tank Day' campaign that evokes 1980 massacre

The CEO of Starbucks Korea has been fired following backlash over the launch of a line of reusable drinkware, the company said on Tuesday.

The uproar centered on the company’s use of the words “Tank Day” to promote a series of coffee cups known as “Tank tumblers” that were launched on May 18 – the anniversary of the deadly 1980 pro-democracy uprising.

Son Jung-hyun, the head of Starbucks Korea, has been fired over the controversy, a company representative confirmed to AFP on Tuesday.

The wording “Tank Day” drew widespread criticism as it evoked military vehicles used to crush protesters during the 1980 Gwangju Uprising, which marked its 46th anniversary.

The protests, a defining moment in South Korea’s democracy struggle, saw students and civilians rise up against military rule before troops violently suppressed the movement within 10 days.

Official figures record 165 civilians killed, of whom 65 are listed as missing and 376 others later died of injuries, although many believe the actual number was higher.

President Lee Jae Myung, who attended commemorations to mark the anniversary, condemned the promotion, saying it “mocked” the victims.

“I am outraged by this inhumane and shameful behavior, a profiteering ploy that denies the values of the South Korean community, basic human rights and democracy,” he wrote on X on Monday.

The decision to remove Son was made by Shinsegae Group, which operates the Starbucks chain in South Korea.

Starbucks Korea issued an official apology on Monday.

“We sincerely bow our heads in apology to the ghosts of May 18,” it read.

“We have come to realize that the wording associated with our online glass sales promotion has been used in a very inappropriate way,” he added.

The company also pledged to strengthen “historical awareness and ethical standards” among employees through training to prevent similar incidents.