Starbucks Korea CEO Son Jung-hyun Removed After Promotion Triggers Backlash

Starbucks Korea has removed Chief Executive Officer (CEO) Son Jung-hyun following criticism over a marketing campaign linked to South Korea’s 1980 Gwangju pro-democracy movement. According to reports, Chung Yong-jin, Chairman of Shinsegae Group, ordered the dismissal of the CEO and another executive linked to the campaign.

The company launched a “Tank Day” campaign on May 18, 2026, to promote its tumbler series. The campaign used the date “5/18”, which coincides with the anniversary of the Gwangju Uprising. The slogan drew criticism for recalling the military crackdown on protesters during the dictatorship period. The company later withdrew the promotion and issued an apology. It also announced an internal investigation and said stricter review processes for marketing campaigns would be introduced.