Starbucks Korea CEO fired over promotion that evoked military crackdown
Summary
The CEO of Starbucks Korea, Son Jung-hyun, was fired after a marketing campaign angered many people by referring to a violent military crackdown on protesters in 1980. The campaign used the terms "Tank Day" and "5/18," which reminded people of a tragic event in South Korea’s history, leading to strong criticism including from the South Korean president.Key Facts
- Starbucks Korea’s CEO Son Jung-hyun was dismissed because of an “inappropriate” promotional campaign.
- The campaign referenced the May 18, 1980, Gwangju uprising, a key pro-democracy event in South Korean history.
- The promotion used the phrases “Tank Day” and “5/18” to market coffee tumblers.
- The campaign reminded many South Koreans of the military’s violent crackdown on protesters, which caused many deaths.
- South Korean President Lee Jae-myung publicly condemned the campaign for disrespecting the country’s democracy struggle.
- Shinsegae Group, the Starbucks Korea operator, fired Son following an internal investigation and will also dismiss another executive involved.
- Son apologized, saying the promotional materials were not properly reviewed before launch.
- Starbucks has over 2,000 stores in South Korea, one of its largest markets after the US and China.
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