“Regardless of the reason, the fact that we wounded the hearts of our compatriots bears a heavy responsibility,” Zhong said during a press conference. “I will not make any excuses. All responsibility for this matter lies with me. It is my fault.”
“Everyone at Shinsegae, including me, will remember our community’s history and sacrifices, and always deeply understand and respect the hearts of the public. The responsibility lies with the organization and management, including me.”
Chung’s personal apology came after the coffee chain launched a cup-related promotion on May 18, a date that marks the anniversary of the Gwangju Democratic Uprising.
The campaign attracted criticism as the title was seen as evoking military vehicles used during the 1980 Gwangju crackdown under the junta of Chun Doo-hwan, who became president later that year. Chun’s crackdown using a martial law army backed by tanks against a civilian protest in Gwangju continued for nine days, killing 162 civilians and wounding more than 2,600 others. The victims included those who were shot or tortured to death.
The ad also used a phrase that roughly translates into English as “Put it on the table with a ‘tak’ sound!” This phrase refers to the police’s infamous explanation for the torture death of student activist Park Jong-chul, claiming that he “died gasping as we hit the desk.” These statements later became a major catalyst for the democracy movement in South Korea.
