Starbucks Korea’s ‘Tank Day’ Controversy: CEO Dismissed Over 5.18 Democratic Movement Insensitivity

[Asia Times=Kim Min-sol] Shinsegae Group Chairman Jung Yong-jin fired the chief executive of Starbucks Korea (SCK Company) after the company ran a “Tank Day” promotion on the anniversary of the May 18 Gwangju Democratic Uprising.

According to industry sources, on the afternoon of May 18 Chairman Jung notified SCK Company CEO Son Jeong-hyeon that he had been dismissed.

Starbucks Korea ran a tumbler promotion from May 15 through 26 and used phrases such as “Tank Day” and “slam on the desk.” Online communities and social media users criticized the wording, saying it belittled the May 18 democratic movement and recalled the 1987 torture and death of student activist Park Jong-cheol.

As the backlash intensified, Starbucks Korea posted an apology on its app and website. When that failed to quell the controversy, the company issued a second apology under CEO Son’s name.

In his apology, Son wrote, “We bow our heads and offer a deep apology to the spirits of those lost in the May 18 Democratic Uprising, to organizations connected with May 18, to the citizens of Gwangju, to the family of Park Jong-cheol, and to all who led Korea’s democratization, for the deep hurt caused by marketing that used inappropriate expressions about the May 18 movement.”

He added that the company had recognized that language used in an online tumbler sales promotion inappropriately referenced the historically significant May 18 Gwangju Democratic Uprising, and that it had immediately halted the event.

Son said the company felt a heavy responsibility and would pursue every possible measure to prevent a recurrence. He promised a thorough investigation into the cause, to hold those responsible accountable, and to take all necessary actions.

He also said the company would improve internal processes to prevent similar incidents, implement company-wide education to strengthen historical awareness and ethical standards, and tighten pre-approval checks for marketing and events to ensure this does not happen again.

Shinsegae Group said Chairman Jung was furious that the incident occurred on an anniversary meant to honor the May 18 Gwangju Democratic Uprising and ordered the harshest possible disciplinary measures.

The group said Jung wanted to make an example of the incident to prevent any repeat. Along with dismissing CEO Son, the group also removed the executive who planned and oversaw the promotion and has begun disciplinary proceedings against all involved employees.

As soon as Chairman Jung learned of the incident, he ordered a strict and thorough internal investigation and, the group said, taking the matter extremely seriously, took the extraordinary step of removing the CEO.

President Lee Jae-myung also voiced criticism. On X (formerly Twitter), the president wrote, “I am outraged by this inhumane, shameless act by profiteers that denies our community, basic human rights and the value of democracy,” and strongly condemned Starbucks.

He added, “How could anyone hold a ‘5.18 Tank Day’ event on the historic anniversary of the Gwangju May 18 Democratic Uprising—an event that mocks the blood-soaked struggle of Gwangju’s victims and citizens? How many lives were unjustly lost that day, and how severely have justice and history been damaged? What motive could possibly justify this?”

“Have you apologized to the families and survivors of the 5·18 movement?” he asked, adding that those responsible should face appropriate moral, administrative, legal and political consequences.