Starbucks Korea CEO Dismissed: What Happened on the 46th Anniversary of the Gwangju Uprising?

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Starbucks Korea CEO Son Jeong-hyun was abruptly dismissed. The decision follows controversy over a marketing campaign launched on the 46th anniversary of the May 18 Gwangju Democratic Uprising, prompting Shinsegae Group Chairman Chung Yong-jin to demand the company’s sternest possible disciplinary action.

On May 18, Shinsegae Group announced it had immediately removed Son as CEO, holding him responsible for the inappropriate marketing. Chairman Chung personally ordered severe disciplinary measures for those involved, saying he was outraged that the incident occurred on a day meant to honor the solemn spirit of the May 18 Gwangju Uprising and demanding the harshest penalties the group could impose.

Chung’s decisive response signals an intent to use the case as a warning and prevent any recurrence. The company said it will also dismiss the executive who planned and oversaw the event with Son and will initiate disciplinary procedures for all employees involved.

Earlier that morning at 10 a.m., Starbucks Korea rolled out a \”Dante·Tank·Nasu Day\” promotion and began selling a \”Tank Series\” tumbler. Promotional materials on the official website and app emphasized the date with the phrase \”Tank Day\” and used the slogan \”Thud on the desk!\” The wording drew swift criticism across online communities and social media, after which Starbucks suspended the event and issued a formal apology.

That afternoon, Son issued a statement offering an apology: \”I bow my head in deep apology to the martyrs of May 18, the May organizations, the citizens of Gwangju, the family of martyr Park Jong-cheol, and to all who led South Korea’s democratization for the deep pain caused by marketing that included inappropriate references to the May 18 movement.\”

Shinsegae Group said it will revise its work processes to prevent similar incidents and will work to build a proper historical awareness within the organization.

The company added that, as soon as Chairman Chung was informed, he ordered a strict and thorough internal investigation and, treating the matter with the utmost seriousness, took the extraordinary step of dismissing the CEO.