Shinsegae Group Chairman Jung Yong-jin issued a nationwide apology and announced his resignation as group representative following a controversial marketing event [1].
The resignation follows a backlash against a "Tank Day" promotion by Starbucks Korea. The event was viewed as a dismissal of the May 18 Democratic Uprising, a pivotal and violent moment in South Korea's struggle for democracy, making the corporate failure a matter of national historical sensitivity [1].
Jung said the promotion was an inappropriate marketing tactic that could not be accepted or tolerated [1]. He said that all responsibility for the incident rests with him, acknowledging that the company caused deep pain to the victims, their families, and the public [1].
The chairman said the failure was due to a lack of historical awareness and sensitivity across the entire group [1]. To prevent future occurrences, he said the company will completely re-examine its decision-making systems and marketing review procedures [1].
Starbucks Korea operates under the Shinsegae Group umbrella in South Korea. The "Tank Day" theme sparked immediate outrage among citizens and activists who argued that using tanks in a commercial context trivialized the military crackdown that occurred during the 1980 uprising [1].
Jung said he is stepping down to take full accountability for the group's failure in judgment [1]. The move comes as international media outlets have also reported on the controversy and the subsequent corporate fallout [1].
“"All responsibility is mine."”
This resignation highlights the extreme volatility of corporate branding in South Korea when it intersects with historical trauma. By linking a commercial promotion to imagery reminiscent of the May 18 Democratic Uprising, Shinsegae breached a critical social contract regarding national memory, necessitating a high-level leadership change to appease public anger and restore corporate legitimacy.
