'Tank Day' Controversy on May 18... Yongjin Chung Dismisses Starbucks Korea CEO

Chairman Jung: "Immediate Dismissal of CEO Responsible for Inappropriate Marketing"

Executive Who Planned the Event Also Dismissed... Disciplinary Actions for Related Employees

Vice Chairman Yongjin Chung of Shinsegae is attending the 'New Year's Gathering of the Economic Community' held at the Korea Federation of SMEs in Yeouido, Seoul, on the 2nd. Photo by Jinhyung Kang aymsdream@

Yongjin Chung, Chairman of Shinsegae Group, has notified Sohn Jeonghyun, CEO of Starbucks Korea (SCK Company), of dismissal in connection with the controversy over Starbucks' so-called 'Tank Day' promotion held on the 46th anniversary of the May 18 Gwangju Democratization Movement.

On May 18, Shinsegae Group announced, "CEO Sohn will be immediately dismissed due to responsibility for inappropriate marketing activities." In addition, Chairman Chung directly ordered severe disciplinary action against those responsible and related parties for the controversy that occurred at Starbucks Korea.

Shinsegae Group stated, "Chairman Chung was outraged that this incident occurred on the anniversary commemorating the noble spirit of the May 18 Gwangju Democratization Movement and demanded the strongest possible disciplinary action that the group can take."

Shinsegae Group has also decided to dismiss the executive in charge who planned and organized this event together with CEO Sohn, and plans to initiate disciplinary procedures for all related employees.

Shinsegae Group explained, "Upon receiving the report, Chairman Chung immediately ordered a strict and thorough internal investigation and took the strongest possible measure by dismissing the CEO, reflecting the seriousness with which he views this matter."

Starbucks launched a tumbler promotion event from May 15 to May 26. The controversy arose because the 'Tank Day' event was held on the anniversary of the May 18 Democratization Movement, using the word 'tank' and the phrase 'Tak on the Desk,' which were criticized as inappropriate.

There was criticism that the company used expressions reminiscent of the deployment of military forces and suppression during the May 18 Gwangju Democratization Movement in its marketing. The phrase 'Tak on the Desk,' used together, also faced scrutiny, as it recalls the police's excuse during the 1987 torture and death of student activist Park Jongcheol: "He died after hitting the desk with a 'tak' sound and letting out an 'eok'."

Amid mounting public criticism, Starbucks Korea issued an apology notice, but as the backlash did not subside, an official apology under CEO Sohn's name was distributed.

This content was produced with the assistance of AI translation services.