Chung Yong-jin, chairman of Shinsegae Group, will make an in-person apology over the controversy surrounding Starbucks Korea's "Tank Day" event. Although the group has already issued a public apology, 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 directly deliver a public apology 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 investigation into the incident on the same day.
Shinsegae Group said, "Chung wishes to personally apologize to everyone hurt by Starbucks Korea's inappropriate marketing conducted on the anniversary of the May 18 Democratization Movement," adding, "We will also explain the results of the fact-finding investigation conducted at the Shinsegae Group level regarding this matter."
Chung earlier released a public apology saying, "We have deeply hurt the souls and bereaved families of the May 18 Democratization Movement, as well as the public," and "On behalf of the group, I bow my head and apologize." However, with criticism not subsiding, he reportedly decided to apologize again by standing directly in front of 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" and used phrases such as "Tank Day" and "tak on the desk." As criticism grew that the expressions evoked the deployment of martial law tanks and the 1987 Park Jong-chul torture death case, the backlash intensified rapidly.
As the controversy escalated, Starbucks Korea immediately halted the event and issued a first apology. On the same day, Chung dismissed then-CEO Son Jeong-hyeon of SCK Company, the operator of Starbucks Korea, and the executive in charge. The next day, he released a public apology and moved to contain the fallout.
But the situation did not remain confined to Starbucks Korea. After President Lee Jae-myung personally addressed the controversy, criticism continued from political circles and civic groups. In the process, it also emerged that Starbucks Korea had released a "Siren Classic Mug" on Apr. 16 two years ago, further intensifying the backlash. Critics said it was inappropriate to launch a product named "Siren," which can evoke a distress call or alarm, on the day of the Sewol ferry disaster.
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 repercussions continue, with a Starbucks boycott spreading not only among general consumers but also across the public sector.
Chung's decision to offer a direct public apology on the 26th is seen as a move to curb mounting public anger early. As Shinsegae Group plans to release the findings of its fact-finding probe the same day, the explanation is expected to cover the event's planning and approval process at the time, internal review procedures, and the level of disciplinary action for those responsible.