SEOUL, May 19 (AJP) -Starbucks Korea apologized and Shinsegae Group, the retailer that owns the largest coffee chain in South Korea, quickly dismissed its chief executive Monday after facing fierce public backlash and condemnation from President Lee Jae Myung over a controversial “Tank Day” marketing campaign launched on the anniversary of South Korea’s May 18 pro-democracy uprising.
The coffee chain had promoted discounted “Tank” tumblers through an online event featuring the slogan “Tak!” — expressions critics said invoked traumatic memories of military dictatorship and state violence.
The word “tank” was widely interpreted as referencing armored vehicles deployed by martial law troops during the 1980 Gwangju Democratic Uprising, while “tak” recalled the infamous phrase tied to the 1987 torture death of student activist Park Jong-chol.
The backlash spread rapidly across social media and civic groups, with accusations that the campaign mocked Korea’s democracy movement and reflected a “shallow understanding of history, with some vowing to launch a boycott of Starbucks Korea.
Lee also denounced the campaign in a post on X, calling it “the inhumane behavior of profiteers who deny the values of the Republic of Korea, fundamental human rights and democracy.”
He questioned how such an event could be held on a day commemorating those killed during the country’s democratic struggle and demanded accountability.
The May 18 Democratic Uprising, known in Korea as the 5·18 Democratization Movement, began in the southwestern city of Gwangju in 1980 after citizens protested against the military regime of Chun Doo Hwan.
Troops sent to suppress the demonstrations opened fire on civilians, leaving hundreds dead or missing. The uprising later became a defining symbol of South Korea’s democratization movement and remains one of the country’s most politically and emotionally significant historical events.
The campaign’s “Tak!” slogan also evoked the military government’s notorious attempt to cover up Park Jong-chol’s torture death in 1987.
Authorities at the time falsely claimed Park died after investigators hit a desk with a “tak” sound, causing him to collapse — a statement that became emblematic of authoritarian deception and brutality.
Shinsegae Group Chairman Chung Yong-jin ordered what the company described as its “strongest possible disciplinary action,” removing Starbucks Korea CEO Son Jung-hyun and another executive involved in planning the campaign.
Starbucks Korea suspended the promotion and issued multiple public apologies.
Copyright ⓒ Aju Press All rights reserved.
