Starbucks chairman to apologize again for May 18th Gwangju Uprising marketing

Shinsegae Group Chairman Chung Yong-jin is set to offer a public apology on June 26 following a controversy over Starbucks' marketing campaign that allegedly disrespected the May 18th Gwangju Uprising. This marks his second apology, indicating the severity of the backlash.

The initial apology on June 19, where Chung called the marketing an "unforgivable mistake," did not quell public anger. The boycott movement has expanded across public and private sectors, with government agencies and public institutions halting Starbucks gift certificate purchases and private companies considering replacements for their Starbucks gift certificates used as incentives.

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We will directly offer words of apology to everyone who was hurt by Starbucks' inappropriate marketing conducted on the anniversary of the May 18th Democratic Uprising.

The controversy has also prompted a review of a presidential commendation awarded to Starbucks in 2025 for its contributions to shared growth. While the Ministry of SMEs and Startups decided not to revoke the award, citing insufficient grounds under the State Decorations Act, the scrutiny highlights the significant pressure on the company. Furthermore, consumer groups are calling for revisions to Starbucks' refund policy for prepaid cards, specifically the requirement to have used at least 60% of the charged amount before a refund is possible. A legal filing has also been made seeking the return of unused balances on Starbucks cards.

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There is no room for excuses. We deeply apologize to the spirits of the May 18th Democratic Uprising, their bereaved families, and the people for the deep wounds inflicted.