Chung Yong-jin, the chairperson of Shinsegae Group, speaks to reporters at Incheon International Airport on Dec. 22, 2024, after returning from a trip to the US to meet President-elect Donald Trump. (Yonhap)
The chairperson of the Shinsegae Group issued an apology to the South Korean public on Tuesday for a controversial marketing campaign at Starbucks, which used phrasing that appeared to disparage or mock the 1980 democratization movement in Gwangju.The campaign, which took place on the anniversary of the May 18 movement, was aimed at selling tumblers.Chairperson Chung Yong-jin personally apologized as controversy continued to rage even after the company issued an apology and dismissed Starbucks Korea (SCK Company) CEO Son Jung-hyun the day before. Some observers are suggesting the situation represents a case of “owner risk,” as Chung’s extreme political views have spilled over to affect corporate activities.In his apology, Chung said, “On behalf of the group, I bow my head in apology over the profound hurt caused to the spirits of the May 18 Democratization Movement, the surviving family members [of victims], and the South Korean public.”“This was an indefensible error that made light of the suffering and sacrifices of all those who dedicated themselves to democracy in this country,” he said.“I am acutely aware that all responsibility for this lies with me, and I understand that no explanation will be easily accepted,” he continued.Chung went on to promise measures to prevent similar situations from occurring in the future.“Most of all, I take seriously the lack of historical awareness and sensitivity on the part of the group as a whole toward the historical suffering of the community in the Republic of Korea,” he said.As a first step, he made plans for a thorough investigation into the circumstances and approval process behind the situation, with results to be disclosed in a transparent manner. He also stressed that historical education would be implemented for all executives, including himself.
