Shinsegae Group Chairman Jeong Yong-jin has dismissed Sohn Jung-hyun, CEO of Starbucks Korea (SCK Company), following a marketing event that sparked public outrage on the anniversary of the Gwangju Uprising.
On May 18, Shinsegae Group announced that Chairman Jeong had officially notified Sohn of his dismissal. Jeong reportedly expressed his anger upon learning of the marketing controversy involving the Starbucks Korea app and website, instructing that the strongest disciplinary measures be taken against those responsible.
The controversy began with a tumbler promotion that Starbucks Korea launched on May 15. On the anniversary of the Gwangju Uprising, the company used phrases such as 'Tank Day' and 'Bang on the Desk' in its promotional materials, which evoked memories of suppression and torture during the military dictatorship.
These phrases quickly spread across online communities and social media, leading to widespread criticism that the company was intentionally belittling the Gwangju Uprising and the 1987 torture death of activist Park Jong-cheol.
Chairman Jeong recognized the seriousness of the situation, noting that it occurred on a national day of remembrance for the painful chapters of modern Korean history. Following his directive, Shinsegae Group conducted a thorough internal investigation, resulting in the decision to dismiss the CEO.
In addition to Sohn, the executive responsible for planning and overseeing the event was also dismissed. The company initiated immediate disciplinary procedures against all employees involved in the execution of the promotion.
Starbucks Korea issued an apology shortly after the incident and distributed an official statement from Sohn. However, the Mart Industry Labor Union strongly pressured Shinsegae, demanding an end to what they termed 'anti-historical actions.'
In a statement, Shinsegae Group announced plans to thoroughly review its marketing and operational processes to prevent similar incidents in the future and to significantly enhance educational programs aimed at fostering a proper historical awareness within the organization.
* This article has been translated by AI.
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