Starbucks Korea Head Dismissed Over Controversial Marketing Campaign
Written by Emily J. Thompson, Senior Investment Analyst
Updated: May 19 2026
0mins
Source: seekingalpha
- Dismissal Due to Marketing Misstep: Sohn Jeong-hyun, head of Starbucks Korea, was dismissed following a controversial marketing campaign that coincided with the anniversary of the 1980 pro-democracy movement, highlighting a significant oversight in the company's market sensitivity.
- Public Outrage Triggered: The campaign, themed 'Tank Day' and featuring the term 'tak', evoked negative associations with the Gwangju Uprising, prompting South Korean President Lee Jae Myung to express outrage and demand an apology, exacerbating the brand's image crisis.
- Campaign Withdrawn Quickly: In response to the backlash, Starbucks Korea swiftly retracted the marketing initiative, demonstrating the company's acute awareness of public sentiment and its commitment to protecting brand reputation to mitigate further negative fallout.
- Need for Strategic Adjustment: This incident underscores the challenges Starbucks faces in brand management within the Korean market, necessitating a more cautious approach to marketing strategies in the future to prevent similar occurrences and maintain positive consumer relations.
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Analyst Views on SBUX
Wall Street analysts forecast SBUX stock price to fall
21 Analyst Rating
12 Buy
7 Hold
2 Sell
Moderate Buy
Current: 100.750
Low
59.00
Averages
96.12
High
115.00
Current: 100.750
Low
59.00
Averages
96.12
High
115.00
About SBUX
Starbucks Corporations is a roaster, marketer, and retailer of specialty coffee globally. Its North America segment includes the United States and Canada. Its International segment includes China, Japan, Asia Pacific, Europe, Middle East and Africa, Latin America, and the Caribbean. Its North America and International segments include both Company-operated and licensed stores. The Channel Development segment includes roasted whole bean and ground coffees, Starbucks-branded single-serve products, a variety of ready-to-drink beverages, such as Frappuccino and Starbucks Doubleshot, foodservice products, and other branded products sold outside the Company-operated and licensed stores. A large portion of its Channel Development business operates under a licensed model of the Global Coffee Alliance with Nestle, while its global ready-to-drink businesses operate under collaborative relationships with PepsiCo, Inc., Tingyi-Ashi Beverages Holding Co., Ltd., Arla Foods amba, Nestle, and others.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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