The head of Starbucks Korea has been dismissed following a controversial marketing campaign that ignited public outrage due to its insensitivity toward a historic tragedy. Shinsegae Group, which manages the U.S. coffee chain in South Korea, made the announcement regarding Sohn Jeong-hyun’s termination, citing “inappropriate marketing” practices.
The backlash erupted after Starbucks launched its “Tank Day” campaign, which featured a collection of tumblers accompanied by the tagline “put it on the table with a sound of ‘Tak!'” This campaign coincided with Democratisation Movement Day, a day of remembrance for the student-led Gwangju Uprising of May 1980, during which hundreds of people were killed or went missing as military forces violently suppressed protests demanding democracy.
Critics of the campaign pointed to the troubling implications of the phrase “tak,” which resonates with a notorious incident from 1987 involving the death of a student protester who was tortured. Local media have reported that at the time, authorities mentioned the sound of a desk being struck when explaining the circumstances surrounding the student’s death, further compounding the pain and trauma surrounding these events.
As the situation unfolded, South Korean President Lee Jae Myung expressed his outrage on social media, condemning the marketing strategy and demanding an apology to the families of those who lost their lives during the uprising. He characterized the campaign as a disrespectful affront to the memories of the victims.
In the wake of the uproar, Starbucks Korea issued an apology via its website, acknowledging the hurt caused by the campaign. Shinsegae Group Chairman Chung Yong-jin also publicly apologized, expressing deep remorse on behalf of the company for the distress caused to the public and particularly to the bereaved families connected to the May 18 demonstration.
The corporate fallout from the incident extended to financial markets, with shares of E-Mart, Shinsegae’s discount retail chain that holds a significant stake in Starbucks Korea (now SCK Company), falling by 5.5% during trading hours.
Starbucks Global, responding to the incident, also issued an apology on Tuesday, emphasizing their accountability and commitment to conducting a thorough investigation into the matter. The company stated that leadership accountability measures were being implemented, alongside plans to enhance internal controls and review standards to prevent a recurrence of such an oversight.
The swift response from various parties underscores a growing societal sensitivity towards historical injustices, reflecting a broader commitment to honoring the memories of those affected by tragic events in South Korea’s past.
