Coupang Incident and Samsung Electronics Bonus Controversy: The Real Reason Korean Society is Angry - Korean Psychology Prioritizes Apology Over Excuses | Kim Tae-hyung, Director of Psychology Research Institute Hamkke

Summary

Psychologist Kim Tae-hyung discusses Korean corporate ethics and public sentiment. He analyzes Coupang's data leak response as a case of disrespecting Korean consumers, and the negative public reaction to Samsung and SK Hynix's large bonuses, rooted in a national psychology that hates inequality and demands sincere apologies. The conversation highlights long-term business risks of ignoring local moral expectations and suggests that excess profit sharing may be necessary as AI advances.

• Coupang's attempt to lobby in the US instead of a direct apology inflamed Korean public anger.
• Korean consumers deeply value apology and respect; ignoring this can lead to persistent negative brand sentiment.
• Samsung and SK Hynix's record bonuses triggered backlash due to perceived inequality and envy.
• The Korean public tends to view such bonuses as unfair, given the societal support that enabled the profits.
• Kim advocates for a system of excess profit sharing to address inequality in the AI era.
• The discussion underscores the importance for companies in Korea to align with local moral and emotional norms.