Shinsegae Group chairman Chung Yong-jin on Tuesday apologised to the public in person, eight days after Starbucks Korea, run by the conglomerate, sparked controversy with its “Tank Day” marketing event, which critics say inappropriately referenced South Korea’s pro-democracy movement of the 1980s.

“Regardless of the reason, the fact that we have hurt the hearts of our citizens carries a heavy responsibility,” Chung said during a press conference. “I will make no excuses. All responsibility for this matter lies with me. It is my fault.”

“Everyone at Shinsegae, including myself, will remember our society’s history and sacrifices, and always deeply understand and respect the hearts of the public. The responsibility lies with the organisation and the management, including myself.”

Chung’s in-person apology came after the coffee chain launched a tumbler-related promotion on May 18, the date marking the annual commemoration of the Gwangju Democratic Uprising.

The campaign drew criticism as the title was seen as evoking military vehicles used during the 1980 Gwangju crackdown under the military junta of Chun Doo-hwan, who became president later that year. Chun’s crackdown using a martial law army backed by tanks against a civic protest in Gwangju continued for nine days, killing 162 civilians and injuring more than 2,600. The victims included those shot or tortured to death.

The ad also used a phrase that roughly translates into English as “put it on the table with a sound of ‘Tak!’” The phrase references the infamous explanation given by police in the torture death of student activist Park Jong-chul, claiming that “he died with a gasp as we smacked the desk”. The remarks later became a major catalyst for South Korea’s democracy movement.