Starbucks Korea CEO fired after ‘Tank’ tumblers evoke memories of brutal crackdown on democracy
CNN • • business
Key Points:
- Sohn Jeong-hyun, head of Starbucks Korea, was fired by Shinsegae Group for launching a marketing campaign that evoked painful memories of the 1980 Gwangju Uprising, a brutal military crackdown on pro-democracy protesters.
- The controversial "Tank Day" campaign, promoting a line of tumblers with the tagline "put it on the table with a sound of ‘Tak!’," coincided with Democratisation Movement Day, drawing widespread criticism for insensitivity.
- South Korean President Lee Jae Myung condemned the campaign as disrespectful to the victims and families of the Gwangju protests, demanding an apology, which Starbucks Korea and Shinsegae Group subsequently issued.
- Starbucks Global apologized, confirmed leadership accountability measures, and announced an ongoing investigation along with plans for stronger internal controls and training to prevent future incidents.
- The controversy impacted Shinsegae's stock, with shares of its discount retail chain E-Mart falling 5.5% following the backlash.