Starbucks Korea fires its chief executive after a backlash over a “Tank Day” marketing promotion tied to its “Tank” tumbler range. Multiple outlets report that the campaign, launched on 18 May, uses slogans and themes that many people say evoke or mock the 1980 crackdown on pro-democracy protesters during South Korea’s dictatorship era. The date coincides with a politically sensitive day when Koreans commemorate the 1980 democratisation movement in Gwangju, where protests were met with deadly force.
In response to public criticism, Starbucks Korea withdraws the campaign. The company’s operator, Shinsegae Group, says it sees a “very significant” drop in sales following the controversy. Several reports note that the operator issues apologies to customers, and asks the public not to direct anger at employees and frontline staff. Reporting also indicates that the CEO’s dismissal is part of the company’s internal response to the incident. The controversy remains a focus as sales concerns and public reaction continue after the campaign is taken down.
