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Tue, 19 May 2026

Tue, 19 May 2026 Starbucks Korea sacks CEO over controversial 'Tank Day' promotion

Starbucks withdrew the campaign for its drink tumblers after many said it referenced a bloody crackdown.
Starbucks Korea's CEO has been fired over a marketing campaign that sparked outrage among South Koreans, who perceived it as insensitive to a bloody historical incident. The "Tank Day" promotion, launched on May 18, the anniversary of the Gwangju Uprising crackdown, featured a coffee tumbler with a tank design, leading many to believe it referenced vehicles used by the military government in 1980 to suppress pro-democracy protesters. The company initially clarified that the Tank Series was part of a larger campaign, but apologized for causing concern and suspended the event. Shinsegae, the conglomerate that owns Starbucks Korea, also apologized for "inappropriate marketing" and fired the CEO. President Lee Jae Myung condemned the campaign, calling it an insult to the victims of the Gwangju Uprising and a denial of South Korea's values of human rights and democracy. Many Koreans took to social media to express their outrage and call for a boycott of Starbucks Korea and its parent company Shinsegae. The incident has sparked widespread criticism, with some accusing the company of being insensitive to the country's history. The Gwangju Uprising was a pivotal moment in South Korea's transition to democracy, and May 18 is commemorated annually as a sacred day of democracy. Shinsegae's chairman pledged to investigate how the campaign was approved and review its marketing processes across all affiliates.