Seoul: Shinsegae Group Chairman Chung Yong-jin expressed a formal apology for a recent promotional event by Starbucks Korea that sparked outrage by reminding the public of the 1980 Gwangju pro-democracy movement's violent suppression.

According to Yonhap News Agency, Chung addressed the controversy during a press conference in southern Seoul, acknowledging the deep pain and anger caused by Starbucks Korea's marketing misstep. "I sincerely bow my head in apology and ask for your forgiveness," Chung stated, emphasizing his willingness to take full responsibility for the incident. He expressed particular concern for the bereaved family members of the uprising's victims and the citizens of Gwangju.

Chung pledged to take comprehensive action to restore public trust, stating, "We will fundamentally inspect internal systems and risk management processes." He also committed to raising standards related to social responsibility, highlighting a collective desire to improve South Korea.

During the brief five-minute press conference, Chung reiterated the company's intention to learn from this incident, emphasizing the need for humility, active listening, and serious responsibility among Shinsegae Group members. This marks his first formal public apology since assuming his role in March 2024.

The controversy erupted when Starbucks Korea, operated by Shinsegae affiliate E-Mart, initiated a "Tank Day" promotion on the anniversary of the May 18 Gwangju uprising. Despite an earlier apology from Chung, the event continued to attract negative attention.

An internal investigation by Shinsegae Group did not uncover evidence of deliberate planning behind the controversial marketing campaign. The investigation faced procedural and legal hurdles, including employee refusals to submit their smartphones for review, citing privacy concerns.

Shinsegae Group has committed to cooperating with an ongoing police investigation. The company plans to take immediate disciplinary and legal action against any employees found guilty of malicious intent in the campaign's planning.

The incident highlighted a lack of social and historical awareness within Starbucks Korea, as multiple layers of approval, including from the coffee chain's CEO, failed to flag the contentious slogan. Chung refuted online theories suggesting the "tank" motif referenced military vehicles from the era, clarifying that it was inspired by "water tanks" produced by a foreign manufacturer.