Starbucks Korea CEO fired over 'Tank Day' ad on Gwangju anniversary

SCK Company, which operates Starbucks Korea, dismissed CEO Son Jung-hyun after a promotional campaign titled "Tank Day" sparked nationwide backlash on 18 May; Starbucks Korea withdrew the promotion and issued an apology.

The controversy began when online promotional materials paired the date 5/18 with the phrase "Tank Day" and other wording that many users said evoked the military crackdown on pro-democracy protesters in Gwangju in 1980. The campaign's phrasing — including a slogan translated as a sharp slap or "tak" sound — was viewed as insensitive, prompting immediate public criticism and the suspension of the offer.

Shinsegae Group, whose Emart subsidiary holds the license for Starbucks Korea, reacted swiftly: chairman Chung Yong-jin ordered the removal of executives responsible for the campaign and announced the dismissal of Son Jung-hyun. Observers noted the move as an attempt to contain reputational damage and signal stronger internal controls over marketing approvals.

The timing of the promotion on the anniversary of the Gwangju Uprising made the matter especially sensitive, drawing condemnation from public figures including President Lee Jae Myung and civil organizations dedicated to the memory of the 1980 events. The episode has reopened wider debates about corporate responsibility, historical memory and the political leanings of major business leaders in South Korea.

Market analysts expect the immediate financial impact to be limited absent clear sales or share-price data, but warn of medium-term brand and governance risks for companies tied to the controversy. Investors will likely monitor Shinsegae/Emart communications, any internal policy changes and the scale of consumer backlash; the company’s next steps on compliance and marketing oversight will be decisive for reputational recovery.