Son Jung-hyun

Son Jung-hyun is the former Chief Executive Officer of Starbucks Korea. He recently became newsworthy following the launch of a marketing campaign titled "Tank Day" on May 18th. This date is significant as it commemorates the 1980 Gwangju Uprising, a pro-democracy protest that was violently suppressed. The campaign, which promoted a "Tank" tumbler series, was widely criticized for evoking the bloody crackdown and the military's use of tanks during the incident. The backlash was significant, leading to outrage and calls for boycotts. In response to the controversy and to hold him accountable for the "inappropriate" promotion, Son Jung-hyun was dismissed from his position as CEO of Starbucks Korea. His firing highlights the sensitivity surrounding historical events in South Korea and the importance of culturally aware marketing for international brands operating in the country.