Shinsegae Group Chairman Chung Yong-jin on Tuesday, 26 May made a formal public apology over a promotional campaign by Starbucks Korea that drew widespread outrage for evoking memories of the 1980 Gwangju pro-democracy uprising and the military crackdown that suppressed it. Speaking at a press conference in southern Seoul, Chung bowed repeatedly and said he wished to 'ask for forgiveness' from those hurt by the campaign.

What Chung Said

'I take very seriously the fact that many people have felt deep pain and anger due to Starbucks Korea's inappropriate marketing,' Chung said at the press conference, which lasted approximately five minutes. 'I sincerely bow my head in apology and ask for your forgiveness,' he added, pledging to take full responsibility without making excuses.

Chung specifically acknowledged those most affected — including bereaved family members of the uprising's victims and the people of Gwangju. He also vowed to 'fundamentally' inspect internal systems and risk management processes, and to raise standards related to corporate social responsibility.

The Controversial 'Tank Day' Promotion

The controversy centres on an online promotion labelled 'Tank Day', launched by Starbucks Korea — operated by Shinsegae affiliate E-Mart — on the anniversary of the 18 May Gwangju uprising. The campaign was widely condemned for its perceived insensitivity, given that tanks were deployed by the military regime during the brutal suppression of the pro-democracy movement in 1980, which left hundreds dead.

This marks the first formal public apology by Chung since he was appointed to his current post in March 2024, following an earlier statement of apology that failed to quell mounting public anger.

Internal Investigation Findings

Shinsegae Group said its internal investigation found no conclusive evidence that the campaign was deliberately designed to reference the Gwangju crackdown. However, the probe faced significant obstacles. According to a group representative, 'This was partly due to procedural and legal limitations of our internal probe, such as employees involved refusing to submit their smartphones.'

Three of the five employees who planned the 'Tank Day' campaign declined to hand over their devices, citing privacy concerns, the representative added. The group said it will cooperate fully with an ongoing police investigation and has stated it will immediately dismiss and pursue legal action against any employees found to have acted with malicious intent.

What Happens Next

With the police investigation now underway, the question of intent — whether the campaign was a gross oversight or a deliberate provocation — remains unresolved. Shinsegae has pledged systemic reforms to prevent a recurrence, but critics argue that the episode has exposed a deeper failure in the conglomerate's editorial and sensitivity review processes. The outcome of the police probe is likely to shape both public perception and any further corporate accountability measures.