Starbucks Korea CEO dismissed over ad evoking massacre of pro-democracy protesters

Key Points:

• Starbucks Korea's CEO Son Jung-hyun was dismissed after the company ran a "Tank Day" promotional campaign on May 18, coinciding with the sensitive anniversary of the 1980 Gwangju Uprising, which evoked imagery of military tanks used to suppress pro-democracy protesters.
• The campaign's slogan and phrases, including "thwack on the desk," were seen as insensitive references to the dictatorship's brutal crackdown and the torture death cover-up of activist Park Jong-chul, sparking outrage, boycott calls, and condemnation from victims' groups and President Lee Jae Myung.
• Shinsegae Group chair Chung Yong-jin, whose company operates Starbucks Korea, ordered a strict internal investigation and took the "extreme measure" of dismissing the CEO and the executive responsible for the campaign, while Starbucks Korea publicly apologized and promised stricter review processes.
• The incident has drawn renewed scrutiny on Chung Yong-jin, known for his far-right anti-communist rhetoric and controversial political ties, including support for US conservative movements and close relations with the Trump family.