Shinsegae Group Chairman Chung Yong-jin (정용진) issued a public apology over a controversy involving Starbucks Korea marketing linked to May 18. He apologised to the victims of the May 18 Democratic Uprising, their families and the public, and said he bears full responsibility. Chung pledged a thorough investigation into how the promotion was approved and promised to disclose results transparently. He also said the group will tighten reviews of marketing content and provide history and ethics training to employees.

Shinsegae Group dismissed Starbucks Korea CEO Son Jung-hyun after a marketing promotion on the May 18 anniversary sparked controversy. Chairman Chung Yong-jin ordered a strict internal probe and severe punishment for those involved. An executive who planned and oversaw the event was also dismissed, and disciplinary procedures began for all related staff. Starbucks Korea halted the promotion and Son issued an apology, but did not provide a detailed explanation of how the wording was chosen.