Baek Jong Won, a famous South Korean chef and CEO of Theborn Korea, announced on May 6, 2025, that he will stop all TV appearances to focus on fixing his companyโs problems. The decision follows several controversies about food safety, ingredient labeling, and workplace issues. Baek issued a public apology, promising to improve Theborn Koreaโs operations. He also plans to support franchise owners affected by the scandals. Theborn Korea, a major food and restaurant company, is now under scrutiny as Baek aims to rebuild trust.
Baek shared his plans in a video statement on May 6, 2025. He expressed regret for the issues that surfaced this year. The chef said he will step back from his TV career to focus on his role as CEO. He wants to address problems with product quality, food safety, and hygiene. Baek also aims to restructure the company to make 2025 a fresh start for Theborn Korea.
The controversies began earlier this year, with allegations about Theborn Koreaโs practices. One major issue involves Baek-seok Doenjang, a soybean paste product. It was marketed as made with domestic ingredients but contained Chinese fermented paste and other imported materials. This led to accusations of violating South Koreaโs Country of Origin Labeling Act. The product was also made in an agricultural zone where foreign ingredients are not allowed, raising concerns about Farmland Act violations.
Another issue hit Theborn Koreaโs Paik Ham product. Customers criticized the sausage for having low pork content despite its high price. Similarly, Tangerine Beer, sold by a Theborn Korea affiliate, faced backlash for containing little tangerine. These complaints damaged the companyโs reputation, as Baek had often promoted using local ingredients on his TV shows. Theborn Korea has since stopped producing Paik Ham.
โI sincerely apologize once again for causing disappointment and concern due to the ongoing issues related to me. Both I and all employees at Theborn Korea take the current situation very seriously and are making company-wide efforts to implement reforms.โ
โ Baek Jong Won, March 19, 2025
Hygiene problems also sparked public anger. At the Hongseong Barbecue Festival in November 2023, photos showed raw meat left in a truck bed under a thin plastic sheet. The meat was exposed to sunlight at around 25ยฐC (77ยฐF), far above safe storage temperatures. Festival staff handled the meat without proper sanitary gear, leading to accusations of violating South Koreaโs Food Sanitation Act. Netizens criticized Theborn Korea, with comments like, โShouldnโt they obviously be using refrigerated trucks?โ and โThis is outrageous.โ
Another hygiene scandal involved Paikโs Coffee, a Theborn Korea brand. In March 2025, a customer reported that staff heated bread in a plastic container marked โPETโ in a microwave, causing it to deform. PET containers are not safe for microwave use, prompting public outrage. Theborn Korea apologized and promised to improve staff training to meet safety standards.
โAre they trying to cook it with solar heat? This is outrageous.โ
โIs this Theborn Korea again?โ
โ Netizen reactions to Hongseong Barbecue Festival incident, April 9, 2025
Theborn Korea faced further criticism over workplace practices. In March 2025, reports surfaced that a company official held a job interview at a bar, asking personal questions and making inappropriate physical contact with a female candidate. The Ministry of Employment and Labor is investigating the case. Additionally, former TV producer Kim Jae-hwan accused Baek of bullying during the show My Little Television (2015โ2017). Kim claimed Baek demanded control over staff and removed cast members he disliked.
โBaek Jong-won even kicks off the show if he doesnโt like someone.โ
โ Director Kim Jae-hwan, April 21, 2025
The controversies have hurt Theborn Koreaโs finances. After going public on November 6, 2024, the companyโs stock price dropped from 34,000 KRW to around 28,700 KRW by March 2025, a decline of about 5%. The Paik Ham scandal caused a sharp fall, with 99% of investors losing money. However, after Baekโs apology on March 28, 2025, shares jumped 14%, showing some investor confidence in his reform plans.
Baek has taken steps to address the issues. He pledged 5 billion KRW (approximately $3.59 million) to support franchise owners, including waiving royalty fees for three months. He also promised a new large-scale support program to share profits with franchisees. Baek is meeting directly with store owners to hear their concerns. Theborn Korea is reviewing product descriptions and setting up an external monitoring system with experts to ensure accurate labeling.
Some of Theborn Koreaโs brands are struggling. By April 22, 2025, three franchisesโGosok Udon, Quickban, and Baekcheolpan 0410โhad no locations left. Nakwon Gopchang has only one store, and others, like Go to Wok, are barely active. Industry experts say trust is key in the franchise business, and recent scandals have made it hard for weaker brands to survive.
โTrust is the core of the franchise business, and under the current circumstances, it seems difficult for underperforming brands to make a comeback.โ
โ Industry insider, April 22, 2025
Baekโs TV career has been a major part of his fame. He hosted shows like Baek Jong-wonโs Top 3 Chef King, Baek Jong-wonโs Alley Restaurant, and Netflixโs Culinary Class Wars. His YouTube channel, Paikโs Cuisine, has over 5 million subscribers. Baek often shared easy recipes and promoted Korean food globally. However, the scandals have damaged his image as a trusted chef.
Despite the controversies, Baek is still involved in some projects. He is filming Culinary Class Wars Season 2 and will appear in The Genius Paik Season 3 and Chef of Antarctica in 2025. These are exceptions to his TV hiatus, as they were already in progress. Baek also plans to launch Igin, a new liquor brand, through an affiliate company, using local ingredients from his hometown, Yesan.
Public reactions on platforms like X show mixed feelings. Some users, like @yebisuFC, criticized Baek, saying, โToo much damage has been done because of you to small business owners.โ Others, like @kenterinEN, shared news of his apology and TV suspension without judgment. The controversies have sparked debates about trust in Baekโs brands, with some fans still supporting franchises like Saemaul Sikdang and Hanshin Pocha.
Also Read: โCulinary Class Wars 2โ Presses On Despite Baek Jong Wonโs Controversies, Wraps Up First Shoot
Baekโs focus now is on rebuilding Theborn Korea. He admitted to shareholders on March 28, 2025, that his early management after the company went public was too simple. He promised reforms and transparency to regain trust. Theborn Korea is also expanding overseas to promote Korean food and boost its stock price. Baekโs efforts will be tested as he works to restore his companyโs reputation.
Credits: Netflix, YNA, akp, ChosunBiz