• Starbucks Korea's CEO was fired after a promotion drew public anger.
• The 'Tank Day' promotion coincided with the anniversary of the Gwangju Uprising.
• Public criticism included calls for a boycott against Starbucks Korea.
• The company issued formal apologies and has suspended the controversial campaign.

The chief executive of Starbucks Korea, Sohn Jeong-hyun, has been dismissed following a backlash against a marketing campaign that many perceived as insensitive to the historical context surrounding a significant pro-democracy uprising in 1980. This campaign featured a "Tank Day" promotion, intended to market a new line of reusable tumblers, which coincided with the anniversary of the Gwangju Uprising on May 18, a critical event in South Korean history where military forces suppressed demonstrators, leading to widespread fatalities, according to South China Morning Post and Reuters.

Launched with the tagline “put it on the table with a sound of 'Tak!'", the promotion was widely criticized as it invoked painful memories of the military vehicles used during the Gwangju suppression, causing significant public outcry. President Lee Jae Myung labeled the marketing attempt as "inhumane and disgraceful," demanding accountability and an apology from Starbucks Korea, as detailed by Channel News Asia and BBC.

The backlash prompted Starbucks Korea to retract the promotion just hours after its launch. The official statement from the company acknowledged the highly inappropriate use of the term "Tank Day," expressing profound regret for any distress caused, as reported by Channel News Asia and reinforced by South China Morning Post.

Amid the outrage, the Shinsegae Group, which holds the license for Starbucks in South Korea, issued multiple apologies. Chairman Chung Yong-jin described the incident as an "inexcusable mistake" and pledged to strengthen review processes to prevent such occurrences in the future. As part of their commitment, they vowed to enhance “historical awareness and ethical standards” through employee training, aligning with calls from the President for greater sensitivity to historical events, according to Reuters and BBC.