[Editorial] Chairman Chung Yong-jin bows his head; he must not stop at 'cutting off the tail'

Shinsegae Group Chairman Chung Yong-jin has publicly apologized for Starbucks Korea's "5.18 Tank Day" event, stating that all responsibility lies with him. However, his apology lacked specific details about his personal wrongdoing, leading to suspicions that he might be attempting to deflect blame by dismissing or suspending employees involved.

Chung has previously expressed his far-right political leanings through actions like the "Anti-Communism Challenge" and mocking messages related to the Sewol Ferry disaster. Critics argue that these personal views likely influenced the corporate culture and operations of Shinsegae Group's affiliates, including Starbucks Korea. The "Tank Day" controversy, which involved imagery perceived as glorifying military tanks in relation to a historical event, drew widespread public condemnation directed at Chung.

This is not the first time Starbucks Korea has faced criticism for its marketing. Previous incidents include the "Siren Classic Mug" promotion around the 10th anniversary of the Sewol Ferry disaster, which some interpreted as insensitive, and the "Newton Candy Pink Tumbler," which allegedly used a term associated with online communities known for disparaging former President Roh Moo-hyun. These events have fueled accusations that the company is permeated by a problematic "Ilbe culture" (referring to a controversial online forum).

Shinsegae Group's response has been criticized for attempting to downplay the severity of the situation. While an investigation into the "Tank Day" marketing's intent was conducted, the company stated it could not confirm the intent because involved parties did not submit their mobile phones. They highlighted procedural flaws, suggesting that some of the seven individuals who approved the marketing plan did so habitually without even opening the attached design proposals. This approach appears to shift the focus from structural cultural issues within the group to individual employee errors, raising doubts about the sincerity of Chung's proposed solutions, such as reviewing internal systems and risk management.

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I will not offer any excuses. All responsibility for this incident lies with me. It is my fault.