On May 19, Shinsegae Group Chairman Chung Yong-jin issued a public apology for a controversial promotion by Starbucks Korea, which drew criticism for evoking painful memories of the bloody crackdown on the 1980 Gwangju democracy movement.
Speaking to reporters in Seoul, Chung said, “I bow my head in apology for the hurt this campaign has caused the people of Gwangju and all who endured the pain of that historical event.” The promotional marketing campaign by Starbucks Korea quickly sparked fierce backlash on social media and from civil society organizations.
The controversy erupted after Starbucks Korea launched a special promotion using images and language that many believed directly referenced the 1980 military crackdown on pro-democracy protesters in Gwangju. Hundreds of peaceful protesters were killed when government troops cracked down violently. May 18 is observed annually as the anniversary of the Gwangju Uprising.
The promotion was criticized as “historically insensitive” and trivializing the pain of victims' families. Many customers called for a boycott of Starbucks shortly after the campaign was unveiled. Under public pressure, Starbucks Korea removed the campaign and issued an initial apology.
In the latest apology, Chung — who heads the parent conglomerate of Starbucks Korea — stressed that he “sincerely seeks forgiveness” and pledged to review the entire advertising campaign approval process to prevent similar incidents in the future.
The Gwangju city government and civic groups received the apology cautiously, saying it was only a first step. Some called for Shinsegae to take concrete actions, such as contributing to a Gwangju cultural development fund or organizing history education programs for employees.
