Starbucks Korea CEO Fired After Controversial Campaign on Gwangju Uprising Sparks Outrage

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Seoul: Starbucks Korea has dismissed its CEO, Son Jung-hyun, after a marketing campaign linked to the 1980 Gwangju pro-democracy uprising triggered widespread public outrage in South Korea, including strong criticism from the country’s president.

The company said Son was removed to take responsibility for an “inappropriate” promotional campaign launched on the anniversary of the May 18, 1980 uprising, in which military forces violently crushed pro-democracy protests in Gwangju. The campaign used terms like “Tank Day” and “5/18” to promote coffee tumblers, which many saw as referencing the military crackdown.

The backlash was immediate, with civic groups and political leaders accusing Starbucks Korea of trivialising a painful moment in the country’s democratic history. South Korean President Lee Jae Myung condemned the campaign, calling it offensive and unacceptable, and demanded accountability.

Starbucks Korea’s parent company, Shinsegae Group, said Chairman Chung Yong-jin ordered the dismissal after an internal investigation and described the CEO as personally furious over the incident. Another executive involved in the campaign is also expected to be fired.

Son Jung-hyun had earlier apologised, saying the campaign was not properly reviewed before launch. Starbucks’ global headquarters also said the incident was unintentional but should never have happened, adding that it deeply regretted the hurt caused.

The Gwangju uprising is widely regarded as a key moment in South Korea’s transition to democracy. It began when military forces under then-president Chun Doo-hwan suppressed student-led protests, resulting in hundreds of deaths, though some estimates place the toll much higher.

South Korea is one of Starbucks’ largest markets globally, with more than 2,000 stores across the country.