Chung Yong-jin, chairman of Shinsegae Group, issued a formal apology over the controversy surrounding inappropriate marketing by affiliate Starbucks Korea on the anniversary of the May 18 Democratization Movement. He also announced measures to prevent a recurrence, including a review of the groupwide decision-making system and the marketing content review process, and history and ethics education for all executives and employees.
Shinsegae Group said on the 19th in an apology under Chairman Chung's name, "On the 46th anniversary of the May 18 Democratization Movement yesterday, Starbucks Korea, an affiliate of Shinsegae Group, carried out inappropriate marketing that should never have happened and cannot be tolerated," adding, "As a result, we deeply hurt the souls of those who died in the May 18 Democratization Movement, their bereaved families, and the public."
He added, "This issue is an inexcusable wrongdoing that made light of the pain and sacrifice of all those who have devoted themselves to this country's democracy," and said, "On behalf of the group, I bow my head in apology."
Earlier, on the 18th, the anniversary of the May 18 Democratization Movement, Starbucks Korea used the name "5.18 Tank Day" and the phrase "A slam on the desk!" in an online tumbler sales event.
Afterward, criticism spread mainly in online communities that "Tank Day" evokes the martial law forces' tanks deployed to Gwangju in May 1980. There were also pointed remarks that "A slam on the desk!" recalls the police's false explanation in the 1987 torture and death of activist Park Jong-chul: "We slammed the desk and he let out a groan and died." As the controversy grew, Shinsegae Group notified Son Jung-hyun, CEO of SCK Company, of dismissal the previous day.
President Lee Jae-myung also targeted Starbucks in a post on X (formerly Twitter) that afternoon, writing, "I am outraged by the inhumane, bottom-of-the-barrel behavior of sleazy peddlers who deny the values of the Korean community, basic human rights, and democracy."
Chairman Chung acknowledged that responsibility for this situation lies with the group. Chung said, "I know well that no explanation will be easily accepted," adding, "Above all, we soberly accept that the group as a whole lacked historical awareness and sensitivity regarding the historical pain of the Korean community."
Chung also pledged follow-up measures 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 marketing content review process across all affiliates and make the deliberation procedures and content standards more concrete.
In addition, the group plans to conduct training for all executives and employees, including senior management, to establish strict historical awareness and ethical standards.
Chung said, "Taking this incident as an opportunity, we will comprehensively review the group's decision-making system to ensure this does not happen again," adding, "I once again offer my sincere apology to the souls of those who died in the May 18 movement and their bereaved families, the citizens of Gwangju, the bereaved family of activist Park Jong-chul, and all those who sacrificed for this country's democracy, as well as to the public."