Starbucks Korea CEO Dismissed Amid Backlash Over Controversial Marketing Campaign
Starbucks Korea fires CEO over campaign evoking brutal 1980 crackdown
Image: Asianet Newsable
Starbucks Korea's CEO, Sohn Jeong-hyun, was fired following backlash from a marketing campaign that evoked memories of the 1980 Gwangju Uprising. The campaign, intended to promote a product line, was deemed insensitive and led to widespread public outrage and calls for a boycott of the coffee chain.
- 01The 'Tank Day' campaign coincided with the anniversary of the Gwangju Uprising, a tragic event in South Korea's pro-democracy history.
- 02The campaign's tagline 'put it on the table with a sound of 'Tak!'' was criticized for its insensitivity, recalling the torture of a student protester in 1987.
- 03South Korean President Lee criticized Starbucks for insulting the victims of the Gwangju protests.
- 04Shinsegae Group chairman Chung Yong-jin publicly apologized for the marketing incident, acknowledging its impact on the public and victims' families.
- 05In response to the controversy, many Koreans posted on social media about boycotting Starbucks and destroying their merchandise.
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Starbucks Korea has dismissed its CEO, Sohn Jeong-hyun, following significant backlash over a marketing campaign that was widely perceived as insensitive. The 'Tank Day' campaign was launched to promote a line of tumblers but coincided with the anniversary of the 1980 Gwangju Uprising, during which military forces violently suppressed pro-democracy protesters, leading to numerous deaths. The tagline 'put it on the table with a sound of 'Tak!'' sparked outrage as it reminded many of a student protester's torture in 1987. South Korean President Lee condemned the campaign for disrespecting the victims of the Gwangju protests. In light of the public outcry, Starbucks issued an apology and withdrew the campaign. Shinsegae Group chairman Chung Yong-jin expressed deep regret, acknowledging the hurt caused to the victims and their families. The incident has prompted a boycott of Starbucks, with many customers sharing their actions on social media, including canceling subscriptions and destroying merchandise.
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The backlash against Starbucks Korea highlights the sensitivity surrounding historical events in South Korea, particularly those related to the pro-democracy movement. The incident could lead to a long-term impact on Starbucks' brand image in the country.
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