Chung Yong-jin, chairman of Shinsegae Group, issued an official apology over the inappropriate marketing controversy by affiliate Starbucks Korea on the anniversary of the May 18 Democratic Uprising. He also announced recurrence prevention measures, saying the group will reexamine its decision-making system and the review process for marketing content, and conduct history and ethics education for all employees.
Shinsegae Group on the 19th released a statement of apology in Chairman Chung's name, saying, "On the 46th anniversary of the May 18 Democratic Uprising yesterday, Starbucks Korea, an affiliate of Shinsegae Group, carried out inappropriate marketing that should never have happened and cannot be tolerated," and added, "As a result, we caused deep pain to the spirits and bereaved families of the May 18 Democratic Uprising, and to the public."
He added, "This issue made light of the pain and sacrifice of all those who have dedicated themselves to this country's democracy, and it is an inexcusable mistake," and said, "On behalf of the group, I bow my head and apologize."
Earlier, on the 18th, the anniversary of the May 18 Democratic Uprising, Starbucks Korea used the name "5.18 Tank Day" and the phrase "Bang on the desk!" in an online tumbler sales event.
Afterward, criticism emerged in online communities that "Tank Day" evokes the martial law forces' tanks deployed to Gwangju in May 1980. There were also pointed remarks that "Bang on the desk!" recalls the police's false explanation in the 1987 torture and death case of activist Park Jong-cheol, "He died with a groan when we banged on the desk." As the controversy grew, Shinsegae Group the previous day notified Son Jeong-hyeon, CEO of SCK Company, of dismissal.
President Lee Jae-myung also wrote on X (formerly Twitter) in the afternoon, targeting Starbucks, "I am angered by the inhumane, bottom-of-the-barrel conduct of low-grade hucksters who deny the values of Korea's community, basic human rights, and democracy."
Chung acknowledged that responsibility for this incident lies at the group level. He said, "I know well that no explanation will be easily accepted," and added, "Above all, we gravely accept that the group as a whole lacked historical awareness and sensitivity regarding the historical pain of Korea's community."
Chung also pledged follow-up steps to prevent a recurrence. He said the group will thoroughly investigate how the incident occurred and the approval process, and will disclose the results transparently. He also said the group will reexamine the review process for marketing content across all affiliates and make the screening procedures and content standards more specific.
In addition, the group said it plans to conduct training for all employees, including senior management, to establish strict historical awareness and ethical standards.
Chung said, "Taking this incident as an opportunity, we will comprehensively reexamine the group's decision-making system to ensure this does not happen again," and added, "Once again, I sincerely apologize to the spirits and bereaved families of May 18, the citizens of Gwangju, the bereaved family of activist Park Jong-cheol, and all those who sacrificed for this country's democracy, as well as to the public."