Starbucks Korea launched a 'Tank Day' promotional campaign on May 18, 2026, marketing a new series of tumblers called "Tank" with slogans including "Put it on the table with a sound of 'Tak!'" that coincided with the anniversary of the May 18, 1980, Gwangju Uprising [1, 2, 3, 4, 5, 6]. The military crackdown at Gwangju involved tanks and troops deployed by Chun Doo-hwan to suppress pro-democracy protesters, resulting in the deaths of hundreds [1, 2, 3, 4].
The timing and the wording sparked immediate public outrage. Many viewed the campaign’s "Tank Day" name and the 'tak' slogan as insensitive allusions to the tanks used to crush the uprising and references to a police cover-up involving the 1987 torture death of a student activist [1, 2, 3, 7, 8, 4, 6]. South Korean President Lee Jae Myung strongly condemned the promotion as an insult to the victims. He criticized Starbucks Korea for "low-class merchant's inhumane behaviour" and demanded accountability, saying, "What on earth were they thinking, knowing how many lives were taken that day and how seriously that set back our country's justice and history?" [1, 2, 3, 9, 4, 6]. Later, Lee reiterated: "They must be held accountable with the corresponding moral, administrative, legal, and political responsibility." [6]
Starbucks Korea quickly suspended the 'Tank Day' promotion on the same day amid mounting backlash and issued apologies, promising a review of internal processes to prevent a recurrence [1, 2, 3, 10, 4, 6]. Shinsegae Group chairman Chung Yong-jin, whose company owns a 67.5% stake in Starbucks Korea, ordered the dismissal of Starbucks Korea CEO Sohn Jeong-hyun following a "strict and thorough internal investigation" [2, 3, 9, 10, 4, 5, 6]. Chung expressed his anger with the incident and said, "I deeply bow in apology as the representative of the group" [3, 6].
The incident fueled a sharp response from political figures, including the ruling Democratic Party, who called for boycotts of Starbucks Korea, and protests erupted with activists smashing Starbucks cups outside stores to express outrage over the perceived mockery of massacre victims [9, 7, 11]. In contrast, far-right and ultraconservative social media users posted memes defending Starbucks and mocking the pro-democracy movement [7, 8].
Activists continued protests as of today, May 22, 2026, with public demonstrations targeting Starbucks stores [11]. The company’s official response and the CEO’s firing mark the most recent developments.
