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[Inews24 reporters Song Daesung and Jeon Dawit] Chung Yong‑jin, chairman of Shinsegae Group, abruptly dismissed the chief executive of Starbucks Korea over controversy surrounding the company’s “Tank Day” promotion, which ran on the 5·18 Gwangju Democratic Uprising memorial day.
On the 18th, Shinsegae Group said it immediately dismissed Son Jeong‑hyun, CEO of SCK Company (Starbucks Korea), holding him accountable for the inappropriate marketing.
The company said it will also dismiss the executive who planned and oversaw the event with Son and will begin disciplinary proceedings against all employees involved.
Earlier that day, Starbucks Korea launched an online tumbler sale called “Tank Day.” Some users on online communities and social media criticized the name, saying it evoked the deployment of tanks by martial law troops and Chun Doo‑hwan’s military regime during the 5·18 Gwangju uprising.
Critics noted that using a term often mocked on far‑right forums was particularly inappropriate to run on the 5·18 memorial day.
Promotional wording added to the backlash. Critics said a phrase in the event copy — translated as “thud on the desk” — recalled the Security Headquarters’ statement after the 1987 torture death of Park Jong‑chul: “When we struck the desk, he suddenly died,” a remark that provoked public outrage at the time.
President Lee Jae‑myung also criticized the incident, calling it the inhumane, outrageous behavior of “low‑class merchants.”
In a post on X (formerly Twitter), the president wrote, “I am outraged by the inhumane, outrageous behavior of low‑class merchants who deny the values of our community, basic human rights and democracy.”
The president added, “How could anyone hold a ‘5·18 Tank Day’ event that insults the victims and citizens of Gwangju on the 5·18 memorial day? How many lives were unjustly taken that day, and how severe is the damage to justice and history? What on earth were they thinking?”
He asked whether the company had apologized to the bereaved families and victims and said those responsible must face appropriate moral, administrative, legal and political consequences.
As the controversy grew, Chairman Chung ordered severe disciplinary action against those responsible and involved in the matter.
The company said Chung was furious the incident occurred on a day set aside to honor the solemn spirit of the Gwangju movement and demanded the harshest penalties the group could impose.
Shinsegae said Chung immediately ordered a strict and thorough internal investigation after being informed of the incident and, viewing the matter as extremely serious, took the extraordinary step of dismissing the CEO.
The group said it will redesign work processes to prevent similar incidents and will take steps to strengthen historical awareness across the organization.
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