Starbucks Korea Fires CEO Over Ad Campaign

Starbucks just lost its top executive in South Korea over a marketing push that collided with one of the country's most painful dates. The company ran a "Tank Day" promotion on Monday for a line of drink tumblers, pairing the phrase with "5/18"—a date reserved for commemorating the 1980 pro-democracy uprising in the southern city of Gwanju, when troops used tanks and live fire against civilians, reports the Guardian. Victims' groups say hundreds were killed.

"Starbucks Korea conducted an inappropriate marketing campaign that was utterly unacceptable and should never have occurred," said Chung Yong-jin, chairman of Shinsegae Group, the parent company of Starbucks Korea, per UPI. "On behalf of the group, I bow my head in deep apology." The mea culpa came after a swift backlash: A memorial coalition called the marketing "malicious mockery," boycott calls spread, and President Lee Jae Myung condemned the campaign. Within hours, Shinsegae Group scrapped the campaign and fired Starbucks Korea CEO Son Jung-hyun.

The campaign also used the phrase "thwack on the desk," recalling a notorious lie by police used to cover up the 1987 torture death of student activist Park Jong-chul. Authorities initially said Park died after hitting his head on a desk, but an investigation revealed he had died after torture, notes the New York Times. Starbucks Korea also apologized to Park's family.