Shinsegae Group Chairman Chung Yong-jin issued a formal, personal apology on May 26, 2026, following intense public backlash over a controversial promotional campaign by Starbucks Korea that critics criticized as deeply insensitive to historical national tragedies.
During a press conference at the Josun Palace hotel in Seoul, Mr. Chung expressed heavy regret, stating he deeply accepts the pain and anger felt by the public regarding the “inappropriate marketing” conducted by Starbucks Korea, a unit of the South Korean retail giant.
The controversy erupted after Starbucks Korea launched a “Tank Day” promotion on May 18, 2026—a highly sensitive national day of remembrance marking the May 18 Gwangju Democratization Movement. Critics accused the campaign of referencing military crackdowns, while other promotional phrasing evoked the tragic death of student activist Bak Jong-cheol, a pivotal figure in the nation’s democratic transition.
Mr. Chung specifically extended his apology to the bereaved families of the Gwangju movement, Bak Jong-cheol’s family, citizens of Gwangju, and the broader public. He took full personal responsibility for the oversight, pledging to fundamentally overhaul the company’s internal risk management and elevate its social responsibility standards. This marks the second public apology from the group following a written statement issued on May 19, 2026, and represents Mr. Chung’s first in-person press conference since assuming the chairmanship in March 2024.
Following Mr. Chung’s remarks, Shinsegae Group executives presented the findings of an internal investigation, stating they found no clear evidence that the marketing campaign was maliciously or intentionally designed to offend. However, investigators noted procedural limitations, as three out of the five employees involved in planning the event refused to hand over their personal mobile phones for corporate review, citing privacy concerns.
The corporate investigation revealed that the marketing material, which included controversial terms like “Tank Day” and phrases mimicking historical interrogation room sounds, bypassed several layers of corporate approval without anyone raising red flags. Corporate officials acknowledged a severe lack of historical and social sensitivity within Starbucks Korea’s internal verification system.
Shinsegae addressed specific allegations circulating online regarding the promotional merchandise. Internet users had speculated that a featured “Tank Tumbler” symbolized military junta tanks, and that its listed fluid capacity of 503 milliliters (approximately 17 fluid ounces) secretly referenced the prison identification number of a former president.
The company clarified that the tumbler was produced by an overseas manufacturer that drew inspiration from water tanks, and that the 17-fluid-ounce volume is a standard global size sold under the same specifications in international markets like Australia and Thailand since 2023.
Shinsegae stated it is cooperating fully with police authorities. The company promised that if the law enforcement investigation reveals any employee deliberately engineered the campaign with malicious intent, they will face immediate termination alongside full civil and criminal liabilities.
