[Inside Chodong] The Art of Apology

"Apology" Becomes a Hot Topic in Politics and Business
All Eyes on President Yoon's Response to First Lady Controversy
Will a Sincere Apology Restore Public Trust?

[Image source=Yonhap News]

In both political and business circles, "apology" has become a hot topic. Samsung Electronics announced its third-quarter earnings on the 8th of last month, which fell significantly short of expectations, and Vice Chairman Jeon Young-hyun of the Device Solutions (DS) division issued an apology letter reaffirming his commitment to a resurgence. It was considered unusual that Samsung Electronics' top management released a separate apology letter related to the earnings announcement. However, customers and investors who received the apology letter were momentarily puzzled. The letter contained a blueprint promising renewed determination, restoration of technological competitiveness, and thorough preparation for the future to overcome the group's crisis, but the apology was issued by Vice Chairman Jeon Young-hyun, not Chairman Lee Jae-yong. Subsequently, on the 1st of this month, Samsung Electronics marked its 55th anniversary with a ceremony where Vice Chairman Han Jong-hee issued a letter of reflection, yet the "Samsung Electronics crisis theory" has not easily subsided. The apology letter has not had the desired effect. Had the apology come from the group head with decisive resolve, its weight would have been different.

In the political arena, another apology is awaited. On the 7th, President Yoon Suk-yeol is scheduled to hold a "national address and press conference" to directly clarify the suspicions surrounding First Lady Kim Keon-hee and political broker Myung Tae-kyun. As the administration reaches its midterm point, with approval ratings hitting a record low in the 10% range and growing public dissatisfaction threatening to sap government momentum, the planned national communication event at the end of this month has been moved up. The Blue House has announced that this press conference will differ in tone from the national addresses held in May and August. Without restrictions on the topics, number of questions, or time, President Yoon intends to personally answer all suspicions to resolve public curiosity. Given that in the previous conference President Yoon spent much time introducing government achievements, there is a mix of anticipation and concern about whether he will show a different approach this time.

Above all, the highlight of this conference will be President Yoon's apology regarding the suspicions surrounding First Lady Kim and Mr. Myung, as well as whether he will accept a special prosecutor law. Earlier this year, President Yoon first addressed the allegations about First Lady Kim's receipt of luxury handbags during a candid interview with KBS, where he took a defensive stance, saying, "It is truly difficult for the president's wife to be overly deferential to anyone," which sparked controversy. If, during this press conference, President Yoon attempts to downplay the issues by stating "there is no legal problem" or offers explanations instead of an apology, the last chance to restore government momentum will be lost.

Apologizing is difficult. This is especially true in South Korea, where Confucian culture is deeply rooted. An apology can easily be misunderstood as admitting defeat. When discussing the "art of apology," the worst case is often cited as a "clumsy apology." If the subject and scope of the apology are unclear?what the apology is for and for which actions?it can backfire. Timing and word choice are crucial in an apology. Missing the right timing makes it even harder to apologize and prolongs the time needed to restore relationships. Especially for a president, whose apology is based on the trust of the people, sincerity must be deeply embedded. It is also essential not only to apologize but to present solutions and alternatives. As President Yoon reaches the midterm point, it is hoped that he will demonstrate the "art of apology" at this press conference to regain government momentum for the remainder of his term and turn the crisis into an opportunity.