[Breaking] Beleaguered Shinsegae chairman apologizes for Starbucks crisis

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Beleaguered Shinsegae chairman apologizes for Starbucks crisis

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By

Ko Dong-hwan

Published

May 26, 2026 9:09 am

KST

Updated

May 26, 2026 9:36 am

KST

Shinsegae Group Chairman Chung Yong-jin bows to apologize during a press conference in Gangnam District, Seoul, Tuesday. Korea Times photo by Shim Hyun-chul

Shinsegae Group Chairman Chung Yong-jin on Tuesday apologized to the public in person, eight days after Starbucks Korea, run by Shinsegae Group, sparked controversy with its "Tank Day" marketing event, which critics say inappropriately referenced Korea’s pro-democracy movement of the 1980s.

“Regardless of the reason, the fact that we have hurt the hearts of our citizens carries a heavy responsibility," Chung said during a press conference. "I will make no excuses. All responsibility for this matter lies with me. It is my fault.“

“Everyone at Shinsegae, including myself, will remember our society's history and sacrifices, and always deeply understand and respect the hearts of the public. The responsibility lies with the organization and the management, including myself.”

Chung’s in-person apology came after the coffee chain launched a tumbler-related promotional on May 18, the date marking the annual commemoration of the Gwangju Democratic Uprising. The campaign drew criticism as the title was seen as evoking military vehicles used during the 1980 Gwangju crackdown under the military junta of Chun Doo-hwan, who became president later that year. Chun’s crackdown using a martial law army backed by tanks against a civic protest in Gwangju continued for nine days, killing 162 civilians and injuring over 2,600. The victims included those shot or tortured to death.

The ad also used a phrase that roughly translates into English as“Put it on the table with a sound of ‘Tak!’” The phrase references the infamous explanation given by police in the torture death of student activist Park Jong-chul, claiming that “he died with a gasp as we smacked the desk.” The remarks later became a major catalyst for Korea’s democracy movement.

Chung responded to the public’s instant backlash at Tank Day by sacking Starbucks Korea CEO Sohn Jeong-hyun later the day the event was launched, holding him responsible. The measure, however, only enraged further the public, raising questions Chung fired Sohn only to put out the fire and save himself from being penalized for the fiasco.

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While civic voices cornered Chung to cul-de-sac demanding his in-person apology to the public, anti-Starbucks sentiment spread fast across consumers. Politicians, eager to win votes in June 3 Local Elections, used the controversy to gain supports from those who condemned Starbucks – and those in far-right movements who covered for the company.

Tank Day was believed by many a latest extension of Chung’s well-known far-right political views misplaced into his business escapade or provocative posts on Facebook. On April 16, 2024, Starbucks Korea launched a new Siren Classic Mug lineup featuring the brand’s two-tailed mermaid logo for product design. The date and the logo, however, coincide ominously with Sewol Ferry tragedy in 2014 in which 299 on board died, mostly high school students, in a sinking ship in southwestern waters off Jindo Island in South Jeolla Province. Siren, a Greek mythology, lured sailors to shipwrecks using enchanting voices.

“I believe this is a time when we need greater efforts to understand one another and move forward together,” Chung said. “People may have different views, but I believe we all share the same desire to build a better Korea and leave a better world for future generations.”

Chung said there are Starbucks employees quietly working at stores across the country, asking the public to "look upon them with greater warmth." He added that the responsibility lies with the organization and its management, including himself.