Chung Yong-jin (정용진), chairman of Shinsegae Group, issued a public apology over a Starbucks Korea marketing controversy. Chung said on May 26, "As chairman of Shinsegae Group, I sincerely bow my head and apologise to the bereaved families of the May 18 Democratic Uprising, the bereaved family of martyr Park Jong-chul, the citizens of Gwangju, and the people." The apology followed the immediate dismissal of Starbucks Korea CEO Son Jeong-hyeon and an executive in charge, and came from the group chief himself.

Chung said that regardless of the reason, responsibility for hurting the public was never light. "I will make no excuses. All responsibility for this lies with me," he said. He added that all Shinsegae Group members would remember the history and sacrifices of society and deeply understand and respect the public's feelings. He also said he would treat this apology not as an end but as a beginning.

He also laid out specific follow-up steps. He said there would be a thorough investigation into how the incident occurred and the approval process, and the results would be disclosed transparently. He said the marketing content review process across all affiliates would be rechecked, while review procedures would be overhauled and content standards made more specific. History awareness and ethics education will also be conducted for all executives and employees, including Chung himself. He also said internal systems and risk management would be fundamentally rechecked from the ground up.

The controversy stemmed from the 'Tank Day' event Starbucks Korea held on May 18. Promotional material for a discounted tumbler set using the name 'Tank' included the phrase, "Bang on the desk!" Criticism was immediately raised that it evoked the martial law tanks of May 18 and the torture-death case of activist Park Jong-chul. Starbucks Korea immediately halted the event, but condemnation and calls for a boycott spread among civic groups such as the Gwangju-Jeonnam Memorial Solidarity and online.

Shinsegae Group immediately dismissed Son and the executive on the day the controversy erupted and began disciplinary procedures for all employees involved. In his apology statement, Chung also urged consideration for frontline staff. "Please look warmly upon the many Starbucks Korea partners and frontline employees who are quietly working at stores nationwide even now," he said. "Responsibility lies with the organisation and management, including me."

Chung said he would start over from the beginning to regain public trust by creating real change through action, not words. "I will listen more, take heavier responsibility, and approach customers with a more sincere heart," he said.