Shinsegae Chairman Issues Second Apology Over Starbucks Korea Campaign

Shinsegae Group Chairman Chung Yong-jin issued a second public apology on May 26 for a Starbucks Korea marketing campaign that referenced the 1980 Gwangju Democratization Movement. Chung bowed three times during a televised statement at the Josun Palace Luxury Collection Hotel in Seoul.

He said the campaign caused "deep pain and anger" among families of those killed and the wider public. " The date and phrasing were widely interpreted as references to the military suppression of protests in Gwangju and a 1987 police statement about the death of student activist Park Jong-chol.

Shinsegae canceled the promotion within hours of its launch on May 18 and dismissed the chief executive of Starbucks Korea. The company opened an internal review and asked employees to surrender smartphones for examination. Senior executive Jeon Sangjin stated that investigators had not found conclusive evidence of intent to mock the movement, though some employees declined to hand over their devices.

Any employee later found to have intended ridicule will be dismissed, he said.

Interior and Safety Minister Yoon

Ho-jung announced that Starbucks products would no longer be served at government events. " A Shinsegae official told Reuters that sales had fallen sharply following the controversy. Police opened an investigation after complaints from families of Gwangju victims.

Chung asked the public not to direct frustration at store employees, stating that responsibility rests with management. No major incidents at stores were reported as of May 26.