"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 int

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

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

In an apology released on the 19th, Chairman Chung said, "Yesterday, on the anniversary of the May 18 Gwangju Democratization Movement, Starbucks Korea, an affiliate of Shinsegae Group, carried out an inappropriate marketing campaign that should never have happened and cannot be justified." He continued, "On behalf of the Group, I deeply bow my head in apology for causing profound pain to the victims and bereaved families of the May 18 Gwangju Democratization Movement, as well as to the Korean public."

He stated, "This incident is an inexcusable mistake that trivialized the suffering and sacrifices of all those who have dedicated themselves to democracy in this country. I am well aware that any explanation will not be easily accepted." Chairman Chung added, "Above all, I take seriously the fact that the Group as a whole lacked historical awareness and sensitivity regarding the painful history of the Korean community. As a result, we will conduct a comprehensive review of the Group's decision-making system to ensure that such incidents are never repeated."

He specifically promised to thoroughly investigate the circumstances and approval process that led to this incident, and to transparently release the findings. He also pledged to reassess the review process for all marketing content across affiliates, to refine the review procedures, and to clarify standards regarding content. Additionally, he emphasized the implementation of training for all executives and employees, including himself, to establish strict historical awareness and ethical standards.

Chairman Chung concluded, "Once again, I sincerely apologize to the victims and bereaved families of the May 18 Gwangju Democratization Movement, citizens of Gwangju, the bereaved family of martyr Park Jongcheol, and all those who have sacrificed for democracy in this country and to the Korean public who have been deeply hurt by this incident."

Previously, in the course of a tumbler promotion event running from May 15 to May 26, Starbucks Korea used phrases such as "Tank Day" and "Desk Slam" on promotional posters. There were criticisms across online communities and social media platforms that these expressions belittled the May 18 Democratization Movement and the 1987 torture and death incident of martyr Park Jongcheol.

As the controversy grew, Starbucks Korea issued an apology through its application and website; however, the situation did not subside. President Lee Jaemyung also criticized Starbucks Korea the previous day through his X (formerly Twitter) account, posting, "To hold a '5.18 Tank Day' event on the historic anniversary of the Gwangju May 18 Democratization Movement, which mocks the bloody struggle of the victims and citizens of Gwangju..." He further condemned the company, stating, "I am outraged at such inhumane and vile behavior by these unscrupulous merchants, who deny the values of the Korean community, basic human rights, and democracy."

In response, Chairman Chung dismissed Son Jeonghyun, CEO of SCK Company, the previous day. The executive in charge of planning and overseeing the event will also be held accountable and dismissed, and disciplinary procedures will be initiated for all related executives and employees.

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