Starbucks Chairman's Apology for 'Tank Day' Sparks Outrage Over Insincerity

Shinsegae Group Chairman Chung Yong-jin issued a public apology on May 26 regarding the controversial 'Tank Day' marketing campaign by Starbucks Korea. The campaign, which drew parallels to the May 18th Gwangju Uprising and the death of activist Park Jong-cheol, had sparked widespread public anger.

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This is not a matter that can be resolved with a few insincere lines of apology.

Chung expressed deep regret, stating, "As the chairman of Shinsegae Group, I sincerely bow my head and ask for forgiveness from the bereaved families of the May 18th victims, the bereaved families of Park Jong-cheol, the citizens of Gwangju, and the people of this country." He accepted full responsibility for the incident, which caused significant hurt and anger.

However, the apology was met with skepticism from civic groups and victims' families. Joint statements from May 18th-related organizations and the People's Solidarity for Participatory Self-Governance criticized the apology as "formal" and lacking sincerity. They argued that a few lines of apology were insufficient and demanded concrete follow-up actions, a clear understanding of historical events, and preventative measures against recurrence.

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This apology, which points to the historical awareness of 2030 employees, feels like a typical evasion of responsibility, trying to cover up structural problems in the company's marketing system with individual fault.

Some consumers also expressed disappointment, with one stating the apology only increased their desire to boycott Starbucks. The company's explanation that younger employees lacked historical awareness was also criticized as an attempt to shift blame. Consumers are demanding accountability and a clear plan to restore trust and customer loyalty.

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His apology was not expected and is difficult to accept. It seems more important to clarify how responsibility will be taken to prevent such incidents from happening again, rather than an insincere apology.