Chung Yong-jin

Chung Yong-jin is the chairman of Shinsegae Group, a major South Korean conglomerate that operates Starbucks Korea. He recently became newsworthy due to a controversial marketing campaign by Starbucks Korea, dubbed 'Tank Day.' This campaign evoked a brutal 1980 military crackdown on pro-democracy protesters, sparking significant public backlash and a substantial drop in sales. In response to the outcry, which also drew criticism from the South Korean president, Chung Yong-jin issued a personal apology to the public. The head of Starbucks Korea was subsequently dismissed to hold someone accountable for the incident. Chung's apology highlights the significant impact of corporate marketing decisions and the sensitivity surrounding historical events in South Korea, underscoring his role as a leader addressing a major public relations crisis for his company.