August M
Starbucks has withdrawn a marketing campaign in South Korea and dismissed a senior executive after a promotion involving “tank” imagery triggered widespread backlash linked to one of the country’s darkest historical events.
The controversy erupted after the coffee chain launched the campaign on the anniversary of the 1980 Gwangju Uprising, a pro-democracy movement violently crushed by the military government, reports DR News.
Campaign backlash
According to reports from international media including the BBC, Starbucks South Korea introduced a promotion called “Tank Day” centered around oversized reusable drink cups.
The campaign used the word “tank” to describe the large size of the cups and included tank-related imagery in promotional materials.
However, the timing immediately drew criticism because May 18 marks the anniversary of the Gwangju Uprising, during which military forces used tanks and armed troops against demonstrators demanding democratic reforms.
Hundreds of civilians and students were killed during the crackdown, while later investigations documented cases of rape and sexual violence committed by soldiers.
Executive dismissed
Following the backlash, Starbucks South Korea CEO Sohn Jeong-hyun was reportedly removed from his position.
The campaign quickly spread across social media, where many users described the promotion as deeply insensitive and offensive.
Calls for a boycott of the coffee chain also emerged online as criticism intensified.
The controversy escalated further after South Korean President Lee Jae Myung publicly condemned the campaign.
Presidential criticism
“I am deeply shocked by the inhumane and shameful behavior of profit-hungry sellers who deny the values of South Korean society, basic human rights and democracy,” Lee wrote on X.
The president’s comments added significant political pressure as public anger continued to grow.
Within hours, Starbucks suspended the campaign and removed related promotional material.
The company later issued a public apology acknowledging the controversy.
Company response
“We sincerely apologize for the inconvenience and concern this has caused our customers,” Starbucks said in a statement.
The company added that it had “immediately suspended the event” and promised to review internal approval processes to prevent similar incidents in the future.
The Gwangju Uprising remains one of the most sensitive chapters in modern South Korean history and is widely viewed as a pivotal moment in the country’s democratic movement.
Sources: DR News, BBC
