"I Take Full Responsibility"... Chung Yongjin Issues Direct Apology for Starbucks 'May 18 Controversy' (Update)

Starbucks Marketing Controversy: "An Inexcusable Wrongdoing"

Public Apology to the Spirits and Families of the May 18 Gwangju Democratization Movement

"Comprehensive Review of Group’s Decision-Making System"

Thorough Investigation into Incident Details and Approval Process

Commitment to Ethics Training for All Executives and Employees

Chung Yongjin, Chairman of Shinsegae Group, issued a formal apology regarding the controversy over Starbucks Korea's (SCK Company) "Tank Day" event, which took place on the 46th anniversary of the May 18 Gwangju Democratization Movement. He stated, "I fully acknowledge that I am entirely responsible for this incident."

Chong Yong-jin, Chairman of Shinsegae Group. Provided by Shinsegae Group

In his statement released on the 19th, Chairman Chung said, "Yesterday, which marked the anniversary of the May 18 Gwangju Democratization Movement, Starbucks Korea, an affiliate of Shinsegae Group, carried out inappropriate marketing that should never have occurred and cannot be justified." He continued, "On behalf of the group, I deeply bow my head and apologize for causing profound pain to the spirits of those lost in the May 18 Gwangju Democratization Movement, their bereaved families, and the Korean public."

He added, "This incident is an inexcusable wrongdoing that took lightly the pain and sacrifice of everyone who has devoted themselves to democracy in this country," and acknowledged, "I am fully aware that no explanation will be easily accepted." Chairman Chung further stated, "Above all, I gravely accept the fact that the group as a whole lacked a proper historical awareness and sensitivity toward the collective historical pain of the Korean community. On this occasion, we will comprehensively review the group’s decision-making system to ensure such incidents are never repeated."

He promised a thorough investigation into the details and approval process behind this situation and pledged to transparently release the results. He also committed to thoroughly reviewing the review process for marketing content across all affiliates, refining procedures, and establishing clearer content standards. In addition, he emphasized that all executives and employees, including himself, will undergo training to foster a strict awareness of history and ethical standards.

Chairman Chung concluded by saying, "Once again, I sincerely apologize to the spirits of those who lost their lives in the May 18 Gwangju Democratization Movement, their bereaved families, the citizens of Gwangju, the family of martyr Park Jongcheol, and all those who sacrificed for democracy in this country, as well as the Korean people, who have suffered deep wounds from this incident."

Previously, Starbucks Korea ran a tumbler promotion event from May 15 to May 26, using phrases such as "Tank Day" and "Bang on the Desk" on promotional posters. Online communities and social networking services (SNS) raised concerns that these expressions mocked the May 18 Democratization Movement and the 1987 torture and death of Park Jongcheol.

As the controversy grew, Starbucks Korea posted an apology on its application and website, but the public outcry did not subside. President Lee Jaemyung also criticized Starbucks Korea in a post on his X (formerly Twitter) account the previous day, saying, "How could there be a '5.18 Tank Day' event that insults the bloody struggle of Gwangju’s victims and citizens on the historic anniversary of the May 18 Democratization Movement?" He added, "I am outraged by such inhumane and unscrupulous behavior from these lowly profiteers who deny the values of the Korean community, fundamental human rights, and democracy."

In response, Chairman Chung dismissed Son Jeonghyun, CEO of SCK Company, the previous day. He also decided to dismiss the executive in charge who planned and oversaw the event, and disciplinary procedures will be initiated for all related executives and employees.

This content was produced with the assistance of AI translation services.