Sohn Jeong-hyun

Sohn Jeong-hyun was the chief executive of Starbucks Korea, a position he held under the management of Shinsegae Group, the South Korean retail conglomerate that licenses the US coffee chain. He recently became newsworthy due to a "Tank Day" coffee tumbler promotion launched on the anniversary of the Gwangju Uprising crackdown. This campaign was widely perceived as referencing the military vehicles used during the brutal crackdown on pro-democracy protesters in 1980, sparking significant public outrage and calls for boycotts. In response to the controversy and harsh public rebuke, including criticism from President Lee Jae Myung, Shinsegae Group sacked Sohn Jeong-hyun for "inappropriate marketing." His dismissal highlights the sensitivity surrounding historical events in South Korea and the potential repercussions of marketing campaigns that are perceived as insensitive to national memory.