▲ A Starbucks coffee shop in Seoul is seen on May 19, 2026, as Shinsegae Group Chairman Chung Yong-jin apologized over Starbucks Korea's controversial online promotion. (Yonhap)
▲ Shinsegae Group Chairman Chung Yong-jin is seen in this undated file photo. (Yonhap)
▲ Kim Soo-wan, a vice president of Shinsegae Group, speaks to reporters after he was denied a meeting with officials from a civic group supporting victims of the 1980 pro-democracy movement and their bereaved families in the southwestern city of Gwangju on May 19, 2026, where he traveled to apologize over Starbucks Korea's controversial marketing event. (Yonhap)

(LEAD) Shinsegae chairman-apology

(LEAD) Shinsegae chairman offers apology over Starbucks Korea's 'Tank Day' event

(ATTN: ADDS latest details in last 4 paras, photo)

By Kim Eun-jung

SEOUL, May 19 (Yonhap) -- Shinsegae Group Chairman Chung Yong-jin on Tuesday issued an apology over a promotional event by Starbucks Korea that sparked backlash for evoking painful memories associated with South Korea's military rule on the anniversary of the 1980 Gwangju pro-democracy movement.

Chung's apology came a day after the coffee chain, operated by Shinsegae affiliate E-Mart, launched an online "Tank Day" promotion on the anniversary of the May 18 Gwangju uprising before halting the event within hours amid mounting criticism.

"We have caused deep pain to the spirits of those who died in the May 18 democratization movement, their bereaved families and the Korean people," Chung said in a statement. "I bow my head in apology on behalf of the group."

The promotion offered discounts on "Tank" tumbler sets along with the phrase, "Put it on the table with a sound of 'Tak!'"

The campaign quickly drew criticism from civic groups and online users, who said the word "tank" recalled military vehicles deployed during the crackdown on the uprising, while "tak" was seen by some as evoking the 1987 torture death of student activist Park Jong-chol.

Chung described the event as "an inappropriate marketing campaign" that should never have taken place and "cannot be tolerated."

"This was an inexcusable mistake that trivialized the pain and sacrifices of all those who devoted themselves to democracy in this country," he said.

Chung also acknowledged that the group as a whole lacked sufficient historical awareness and sensitivity regarding the country's historical trauma, pledging to thoroughly investigate how the campaign was approved, and review the decision-making and marketing processes of its subsidiaries.

The apology came after President Lee Jae Myung strongly criticized the promotion on social media platform X on Monday, calling it "inhumane behavior by lowly profiteers" that undermined the country's core values of human rights and democracy, while calling for those involved in the marketing campaign to be held accountable.

On Monday, Chung dismissed Son Jung-hyun, head of SCK Company, which operates Starbucks Korea under E-Mart, as part of efforts to contain the controversy.

Despite the retail giant's efforts to ease public criticism, the controversy continued, with some consumers calling for a boycott of Starbucks Korea.

Earlier in the day, Kim Soo-wan, a vice president of Shinsegae Group, visited Gwangju to apologize over the incident but was unable to meet officials from a civic group supporting victims of the pro-democracy movement and their bereaved families.

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