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| From left: Chung Yong-jin, chairman of Shinsegae Group; Son Jeong-hyun, CEO of Starbucks Korea. (Photo: Generated by Gemini AI) |
[Alpha Economy = Kim Young-taek] Shinsegae Group Chairman Chung Yong-jin abruptly dismissed Son Jeong-hyun, CEO of Starbucks Korea (SCK Company), over an inappropriate marketing campaign run on the anniversary of the May 18 Gwangju Democratization Movement. Company officials said Chung acted to contain the fallout after the event sparked public outrage and criticism across the group.
On May 18, retail-industry sources said Shinsegae Group notified Son of his dismissal and also removed the executive who planned and organized the event.
A Shinsegae Group official told Alpha Economy, \”Chairman Chung was furious that this incident occurred on a day meant to honor the noble spirit of the May 18 Gwangju Democratization Movement.\” The official added, \”He personally ordered the strongest possible disciplinary measures against those responsible.\”
The controversy began with a \”Dante·Tank·Nasu Day\” event Starbucks Korea ran that morning. Promotional material on the Starbucks app included the phrase \”Tak! on the desk\” (originally \”책상에 탁!\”) and labeled May 18 as \”Tank Day.\” Online communities criticized the promotion as belittling the May 18 Democratization Movement. (See May 18, 2026 article: On May 18, ‘Tank’; On Park Jong-cheol, ‘Tak’… Starbucks’ mocking marketing crosses the line, sparking outrage)
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| (Photo: Yonhap News) |
President Lee Jae-myung sharply criticized the incident on social media that afternoon, saying, \”I am outraged by the inhumane, disgraceful behavior of profiteers who deny the values of our community and democracy.\” He added, \”Those responsible should face appropriate moral, administrative, legal and political consequences.\”
As the controversy grew, Starbucks Korea issued an apology around 7 p.m. in Son’s name. The company said, \”We bow our heads and sincerely apologize to the spirits of the deceased, the bereaved families, the people of Gwangju, and everyone who was deeply hurt by our improper expression regarding the May 18 Democratization Movement.\”
Industry observers said Chung — who has previously been sensitive to political issues, such as the ‘Down with Communism’ controversy — treated this incident seriously and moved swiftly to make personnel changes. Starbucks Korea has now replaced its CEO again, following the 2022 incident involving carcinogenic substances found in its summer carry bags.
Shinsegae Group said it will overhaul internal processes to prevent similar incidents and work to foster a proper sense of history within the organization.
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