Shinsegae Group dismissed Starbucks Korea CEO Son Jeong-hyun following severe public backlash. The controversy centered on a marketing campaign launched on May 18. This date marks the 46th anniversary of the Gwangju Democratization Movement.
The promotion, titled Tank Day, featured a new tumbler set and specific marketing phrases. Critics and civic groups condemned the campaign for mocking the military tanks used against pro-democracy protesters during the historical uprising.
Starbucks Korea suspended the event and issued a formal apology acknowledging the day's historical significance. Shinsegae Group held Son responsible for the incident and announced his immediate dismissal.