Starbucks Korea Rehires Former Executive Ha Ik-sung as Head of Planning

Starbucks Korea has brought back former executive Ha Ik-sung as its head of planning and a board member, marking his return after about three years and eight months. This move follows the departure of the previous CEO and planning head due to a marketing controversy in May.

The "Tank Day" marketing campaign, which coincided with the anniversary of the May 18th Gwangju Uprising, drew widespread criticism for its inappropriate messaging. In response, Shinsegae Group, the parent company, dismissed the then-CEO Son Jeong-hyun and the head of planning.

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Given that the CEO and the head of planning resigned one after another due to the Tank Day incident, it is most important for Starbucks to stabilize the organization early on.

Ha Ik-sung previously served as a board member at Starbucks Korea until December 2022, before moving to Genesis BBQ. His reappointment, along with the recent appointment of CEO Shin Dong-woo, signals an effort to quickly stabilize the organization and normalize management. Both executives have extensive internal experience, which is expected to facilitate swift decision-making and operational recovery.

However, the company's path to full recovery remains uncertain. The Seoul Metropolitan Police Agency recently searched Starbucks Korea's headquarters and relevant employees as part of an investigation into the planning and approval process of the "Tank Day" promotion. The outcome of this investigation is expected to be a significant factor in the company's efforts to regain customer trust and normalize its operations.

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The return of an executive familiar with the existing work and internal affairs can help quickly restore the decision-making system and regain shaken customer trust.