Chung Yong-jin, chairman of Shinsegae Group, will make an in-person apology over the controversy surrounding Starbucks Korea's "Tank Day" event. Although a public apology in the name of the group has already been issued, Chung is stepping forward again as the controversy spreads to politics, civil society, and the public sector.
According to the industry on the 24th, Chung will deliver a public apology in person on the morning of the 26th at Josun Palace in Gangnam District, Seoul. Shinsegae Group is also set to release the findings of its internal fact-finding probe related to the incident on the same day.
Shinsegae Group said, "Chairman Chung wishes to personally apologize to everyone who was hurt by Starbucks Korea's inappropriate marketing conducted on the anniversary of the May 18 Democratization Movement," adding, "We also plan to explain the findings of the fact-finding probe conducted at the Shinsegae Group level regarding this matter."
Chung earlier released a public apology stating, "We caused deep hurt to the souls of the May 18 Democratization Movement and the bereaved families, and to the public," and "On behalf of the group, I bow my head in apology." However, with public criticism not subsiding, he has reportedly decided to apologize again in front of the cameras.
The controversy began when Starbucks Korea held a tumbler sales event on the 18th. On the anniversary of the May 18 Democratization Movement, Starbucks Korea sold a "tank tumbler series" using phrases such as "Tank Day" and "a bang on the desk." As criticism grew that the wording evoked the deployment of martial-law tanks and the 1987 death of Park Jong-cheol under torture, the backlash intensified rapidly.
As the controversy flared, Starbucks Korea immediately halted the event and issued its first apology. On the same day, Chung dismissed then-CEO Son Jung-hyun of SCK Company, which operated Starbucks Korea, along with the executive in charge. The next day, he released a public apology and moved to contain the fallout.
But the situation did not remain limited to Starbucks Korea. After President Lee Jae-myung personally addressed the controversy, criticism spread across political circles and civil society groups. During this process, it also became known that Starbucks Korea had released the "Siren classic mug" on Apr. 16 two years ago, further intensifying criticism. Observers said it was inappropriate to release a product named "Siren," which can evoke rescue calls or alarms, on the Sewol ferry disaster anniversary.
Chung and former CEO Son were reported to the police by a civic group and are now under investigation by the Seoul Metropolitan Police Agency. The fallout continues, with a Starbucks boycott spreading not only among ordinary consumers but also across the broader public sector.
Chung's decision to personally deliver a public apology on the 26th is seen as a move to quickly stem the growing public backlash. As Shinsegae Group plans to release the fact-finding results the same day, the planning and approval of the event at the time, internal review procedures, and the level of disciplinary action for those responsible are expected to be explained together.