Chung Yong-jin, chairman of Shinsegae Group, issued a public apology Tuesday for a Starbucks Korea marketing campaign that appeared to mock massacre victims [1, 2].
The controversy centers on the 1980 Gwangju military crackdown, a foundational event in South Korea's democratic history [1, 3]. Because the campaign was perceived as trivializing a national tragedy, it sparked widespread public outrage and calls for a formal investigation [1, 2, 4].
Chung, whose company operates Starbucks Korea, addressed the backlash in Seoul on May 26 [2]. "I sincerely apologize for the pain caused by the campaign," Chung said [2]. He said, "We deeply regret any offense caused to the victims of the Gwangju uprising" [1].
Critics and analysts pointed to the timing of the promotion as a primary cause of the offense. Kim Sun-hee, an analyst, said the ad’s timing on the anniversary of the Gwangju massacre was tone-deaf [5]. The campaign was described as a "Tank Day" promotion tied to the anniversary [5].
This incident marks the second apology issued by the chairman in two weeks [1]. While some reports suggested the Starbucks Korea CEO was fired over the backlash, other primary sources make no mention of a dismissal, reporting only the public apology [1, 6].
Shinsegae Group has not provided further details on whether the marketing team responsible for the campaign will face disciplinary action. The company's apology comes as citizens continue to demand accountability for the perceived insult to those who died during the 1980 military crackdown [1, 2].
“"I sincerely apologize for the pain caused by the campaign."”
The backlash highlights the extreme sensitivity of the Gwangju massacre in South Korean collective memory. For a major corporate entity like Shinsegae, the failure to vet a campaign against historical anniversaries suggests a breakdown in cultural risk management. The recurrence of apologies from the chairman within a fortnight may signal a broader crisis of leadership or corporate culture within the group.
