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Business
May 18, 2026
Analyzed by Llama- 4 Scout 17B 16E Instruct

Starbucks Korea CEO Fired Over Insensitive Ad Referencing 1980 Massacre

AI Summary
The CEO of Starbucks Korea has resigned after the company faced backlash for a promotional campaign that evoked a massacre of pro-democracy protesters during South Korea's dictatorship era. The campaign was pulled and an apology was issued, but not before sparking outrage and boycott calls.

The Controversial Campaign

The chief executive of Starbucks in South Korea has been fired after the company ran a promotional event using slogans that evoked a massacre of pro-democracy protesters during the country’s dictatorship era, sparking outrage and boycott calls.

The Gwangju Uprising Reference

The coffee chain launched a “Tank Day” campaign on 18 May for its “Tank” tumbler series. The date coincides with one of the most politically sensitive days in South Korea’s calendar, when citizens commemorate the 1980 democratisation movement in Gwangju, 167 miles (270km) south-west of Seoul. The online campaign paired the date “5/18” with the slogan “Tank Day”, evoking the armoured vehicles used by the military regime to crush the uprising.

The Historical Context

The Gwangju Uprising began on 18 May 1980 when paratroopers were deployed to crush student-led protests against martial law imposed by the military strongman Chun Doo-hwan. Over the following 10 days, troops used bayonets, batons and live ammunition against civilians. Victims’ groups estimate that hundreds were killed.

The Backlash and Aftermath

The Starbucks promotion also featured the phrase “thwack on the desk”, which echoed the dictatorship’s infamous 1987 cover-up of the torture death of the student activist Park Jong-chul. Authorities initially claimed that an officer “hit the desk with a thwack”, causing him to collapse and die, a lie that became shorthand for regime brutality when the torture was exposed, helping spark the nationwide protests that forced the regime to accept direct presidential elections.

The CEO's Fate and Future Implications

The Shinsegae Group chair, Chung Yong-jin, whose hypermarket Emart subsidiary owns a majority of the company operating Starbucks Korea under licence, fired CEO Son Jung-hyun and ordered the dismissal of the executive who oversaw the campaign, according to the Yonhap news agency. President Lee Jae Myung, who had attended the Gwangju memorial that day, condemned the campaign, saying he was “outraged” by the behaviour of “low-class peddlers” – and said those responsible for the promotion must be held accountable.