Shinsegae Group, a major food corporation in South Korea, has terminated the employment of Starbucks Korea’s chief after a marketing campaign sparked widespread controversy on the commemoration of historical pro-democracy protests.
Shinsegae, the South Korean holder of the Starbucks license, announced on Monday that Chairman Chung Yong-jin dismissed Sohn Jeong-hyun, the leader of Starbucks Korea, on the grounds of conducting “unsuitable marketing.”
Hours before the announcement, Starbucks Korea initiated a ‘Tank Day’ promotional campaign which provoked backlash from South Koreans who interpreted it as an insensitive reference to the violent suppression of protestors by military tanks during the anti-dictatorial movements in the 1980s. The campaign, which offered discounts to customers purchasing tumblers, employed language that evoked a South Korean official’s explanation for the torture-related death of a student protestor in 1987.
On Monday, South Korea observed the Democracy Movement Day, commemorating the student-initiated Gwangju uprising. Reportedly, hundreds or even thousands of individuals were killed when the public rebelled against the military dictator Chun Doo-hwan on May 18, 1980.
In response to the public’s outcry, Starbucks Korea issued a formal apology for the insensitive promotional campaign on its website.
President Lee Jae Myung expressed his “fury” regarding the issue and insisted on an official apology from the company to the families affected by the uprising.
Starbucks Coffee Company Spokesperson:
“We are deeply sorry for an unacceptable marketing incident in Korea that referenced and coincided with May 18, the commemoration of the Gwangju Democratization Movement – a day of profound historical and human significance.
“While unintentional, this should never have happened. We recognize the deep pain and offense this has caused, particularly to those who honor the victims, their families, and all who contributed to Korea’s democratization.
“Starbucks Korea immediately halted the campaign, and we are taking this matter with the utmost seriousness. Leadership accountability actions have been taken, and a thorough investigation is underway. We are implementing stronger internal controls, review standards, and company-wide training to ensure this does not happen again.
“We sincerely apologize to the people of Gwangju, to those impacted by this tragedy, and to our customers and communities.”
What was the cause of the termination of the head of Starbucks Korea?
Starbucks Korea’s chief, Sohn Jeong-hyun, was dismissed due to a controversial ‘Tank Day’ promotional campaign that was seen as insensitive towards the historical pro-democracy protests in South Korea.
How did the public interpret the ‘Tank Day’ promotional campaign by Starbucks Korea?
The campaign upset South Koreans as it seemingly reminded them of the violent suppression of protestors by military tanks during the anti-dictatorial movements in the 1980s.
What was the reaction from the South Korean government to the promotional campaign?
President Lee Jae Myung expressed his anger regarding the issue and demanded an official apology from the company to the families of those who lost their lives in the uprising.
