Chung Yong-jin, chairman of Shinsegae Group, issued a direct public apology over the controversy surrounding Starbucks Korea's "Tank Day" marketing.
On the 26th at 9 a.m., Chairman Chung held a press conference at the Josun Palace Hotel in Gangnam District, Seoul, and said, "I take very seriously the fact that many people felt deep pain and anger due to Starbucks Korea's inappropriate marketing," adding, "I will offer no excuses. I take full responsibility for this matter. It is my fault."
He continued, "To the bereaved families of the May 18 Democratization Movement, the bereaved family of martyr Park Jong-cheol, the citizens of Gwangju, and the public, I bow my head in a sincere apology as chairman of Shinsegae Group," adding, "All members of Shinsegae Group, including myself, will remember our society's history and sacrifices and will always seek to understand and respect the public's hearts."
However, he appealed for restraint from excessive criticism of on-site employees. Chung said, "The many Starbucks Korea partners and frontline staff who are working quietly at stores nationwide are simply diligent workers doing their best for each and every customer," adding, "Responsibility rests with the organization and the management, including myself."
He said, "Through this incident, we will learn with greater humility and work harder," adding, "We will reexamine our internal systems and risk management framework from the ground up and raise our standards for social responsibility." He continued, "We will take today's apology not as the end but as the beginning, and start over so that we can create real change through actions, not words, and regain the public's trust." Chung read the apology statement for about five minutes starting at 9 a.m., bowing three times to express contrition. This is the first time Chung has appeared in person to deliver an apology since becoming chairman in Mar. 2024.
Below is the full text of Chairman Chung Yong-jin's apology.
To the public
I stand before you today with a heavy and remorseful heart. First, to the bereaved families of the May 18 Democratization Movement, the bereaved family of martyr Park Jong-cheol, the citizens of Gwangju, and the public who felt deep hurt and disappointment due to this incident, I bow my head in a sincere apology as chairman of Shinsegae Group and ask for your forgiveness.
I ask for your understanding that the announcement of the investigation results was delayed in order to thoroughly ascertain the facts and explain the circumstances in detail.
I take very seriously the fact that many people felt deep pain and anger due to Starbucks Korea's inappropriate marketing. Whatever the reason, causing hurt to the public's hearts carries a responsibility that is by no means light.
I will offer no excuses. I take full responsibility for this matter. It is my fault. All members of Shinsegae Group, including myself, will remember our society's history and sacrifices, and we will always seek to understand and respect the public's hearts.
However, there is something I earnestly wish to ask here. Even now, there are many Starbucks Korea partners and frontline employees who are working quietly at stores nationwide. I ask that you look upon them with a bit more warmth.
They are simply diligent workers doing their best from early morning until late at night for each and every Starbucks customer. Responsibility lies with the organization and the management, including myself.
To the public, I believe now is a time when efforts to understand one another and move forward together are even more necessary. Our thoughts may differ, but I believe we are all united in wanting to build a better Republic of Korea and leave a better world to future generations.
All members of Shinsegae Group, including myself, will learn with greater humility through this incident and work harder. We will listen more. We will shoulder responsibility more heavily. And we will approach our customers with greater sincerity.
We will reexamine our internal systems and risk management framework from the ground up and further raise our standards for social responsibility. We will take today's apology not as the end but as the beginning. We will start over so that we can create real change through actions, not words, and regain the public's trust.
Once again, I bow my head in a sincere apology to all who were hurt.