Trending Now - Starbucks Korea CEO Ousted After Backlash Over Provocative Ad

WHO:

The Guardian - Shinsegae Group Chairman Chung Yong-jin ordered the dismissal of the executive who oversaw the campaign.

The Guardian - President Lee Jae Myung condemned the campaign on X, stating he was “outraged” by the behavior of “low-class peddlers.”

CNN - Shinsegae Group Chairman Chung Yong-jin issued a public apology, stating, “I deeply bow in apology as the representative of the group.”

BBC News - CEO Son Jung-hyun was dismissed from Starbucks Korea.

The Guardian - Chung Yong-jin is the chair of the Shinsegae Group, which owns a majority of Starbucks Korea.

The Guardian - President Lee Jae Myung condemned the Starbucks campaign.

WHAT:

CNN - Starbucks Korea's marketing campaign was criticized for evoking painful memories of a military crackdown on pro-democracy protesters in 1980.

The Guardian - The Starbucks promotion featured the phrase “thwack on the desk,” which echoed the dictatorship’s infamous 1987 cover-up of the torture death of student activist Park Jong-chul.

CNN - Shares of Shinsegae’s discount retail chain E-Mart, which owns a 67.5% stake in Starbucks Korea, ended down 5.5% at the close of trade in Seoul.

The Guardian - Starbucks Global issued a statement apologizing and confirmed that an investigation had begun, stating, “We are implementing stronger internal controls, review standards, and company-wide training to ensure this does not happen again.”

BBC News - Starbucks withdrew its "Tank Day" promotional campaign after backlash.

The Guardian - The "Tank Day" campaign was launched for the "Tank" tumbler series.

The Guardian - The campaign featured the slogan "Tank Day" paired with the date "5/18".

The Guardian - Starbucks Korea apologized for the promotion and stated it would implement stricter internal reviews.

The Guardian - The Gwangju-Jeonnam Memorial Coalition called the marketing "clearly malicious mockery".

WHERE:

The Guardian - The Gwangju Uprising occurred in Gwangju, 167 miles (270km) south-west of Seoul, South Korea.

The Guardian - Starbucks Korea operates under license from the Shinsegae Group.

WHEN:

The Guardian - The "Tank Day" campaign was launched on 18 May.

The Guardian - The Gwangju Uprising began on 18 May 1980.

WHY:

The Guardian - The Gwangju-Jeonnam Memorial Coalition stated, “We strongly suspect this is the result of management’s biased historical consciousness … being cunningly expressed through the mask of marketing.”

The Guardian - The Gwangju-Jeonnam Memorial Coalition expressed that the marketing was “clearly malicious mockery,” indicating a suspicion of management’s biased historical consciousness.

The Guardian - The campaign evoked a politically sensitive event, the Gwangju Uprising, which involved a military crackdown on pro-democracy protesters.

The Guardian - The Shinsegae Group chair considered the issue very serious, leading to the dismissal of the CEO.

HOW:

CNN - Starbucks Korea stated that “Leadership accountability actions have been taken, and a thorough investigation is underway.”

The Guardian - The campaign used slogans that referenced historical events related to the military regime's actions during the Gwangju Uprising.

The Guardian - Starbucks Korea pulled the promotion within hours of the backlash and initiated a thorough investigation.

(UPDATED May 19, 2026 16:06 UTC)

In response to a controversial marketing campaign that evoked painful memories of a military crackdown on pro-democracy protesters in 1980, Starbucks Korea's chairman, Chung Yong-jin, has ordered the dismissal of the executive responsible for the campaign. President Lee Jae Myung expressed his outrage on X, condemning the actions as those of "low-class peddlers," while the Gwangju-Jeonnam Memorial Coalition criticized the campaign for reflecting a biased historical consciousness. Starbucks Korea has announced that leadership accountability actions have been taken and a thorough investigation is currently underway.

(UPDATED May 19, 2026 10:13 UTC)

Shinsegae Group Chairman Chung Yong-jin has publicly apologized, expressing deep regret as the representative of the group. Following this, shares of Shinsegae’s discount retail chain E-Mart, which holds a 67.5% stake in Starbucks Korea, dropped 5.5% at the close of trade in Seoul. In response to concerns raised by the Gwangju-Jeonnam Memorial Coalition about perceived malicious marketing, Starbucks Global confirmed that an investigation is underway and emphasized the implementation of stronger internal controls and company-wide training to prevent future issues.

(UPDATED May 19, 2026 08:08 UTC)

Starbucks Korea has dismissed CEO Son Jung-hyun following significant backlash over its "Tank Day" promotional campaign, which referenced the politically sensitive Gwangju Uprising. The campaign, launched on May 18, featured slogans that many deemed as malicious mockery, prompting an apology from Starbucks Korea and a commitment to stricter internal reviews. In response to the controversy, President Lee Jae Myung condemned the campaign, while the chair of the Shinsegae Group, which owns a majority of Starbucks Korea, recognized the seriousness of the issue.