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 company’s problems. The decision follows several controversies about food safety, ingredient labeling, and workplace issues. Baek issued a public apology, promising to improve Theborn Korea’s 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 Korea’s 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 Korea’s 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 Korea’s 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 company’s reputation, as Baek had often promoted using local ingredients on his TV shows. Theborn Korea has since stopped producing Paik Ham.
“I 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.”
— 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 25°C (77°F), far above safe storage temperatures. Festival staff handled the meat without proper sanitary gear, leading to accusations of violating South Korea’s Food Sanitation Act. Netizens criticized Theborn Korea, with comments like, “Shouldn’t they obviously be using refrigerated trucks?” and “This is outrageous.”
Another hygiene scandal involved Paik’s Coffee, a Theborn Korea brand. In March 2025, a customer reported that staff heated bread in a plastic container marked “PET” 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.
“Are they trying to cook it with solar heat? This is outrageous.”
“Is this Theborn Korea again?”
— 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 (2015–2017). Kim claimed Baek demanded control over staff and removed cast members he disliked.
“Baek Jong-won even kicks off the show if he doesn’t like someone.”
— Director Kim Jae-hwan, April 21, 2025
The controversies have hurt Theborn Korea’s finances. After going public on November 6, 2024, the company’s 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 Baek’s 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 Korea’s brands are struggling. By April 22, 2025, three franchises—Gosok Udon, Quickban, and Baekcheolpan 0410—had 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.
“Trust is the core of the franchise business, and under the current circumstances, it seems difficult for underperforming brands to make a comeback.”
— Industry insider, April 22, 2025
Baek’s TV career has been a major part of his fame. He hosted shows like Baek Jong-won’s Top 3 Chef King, Baek Jong-won’s Alley Restaurant, and Netflix’s Culinary Class Wars. His YouTube channel, Paik’s 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, “Too much damage has been done because of you to small business owners.” Others, like @kenterinEN, shared news of his apology and TV suspension without judgment. The controversies have sparked debates about trust in Baek’s brands, with some fans still supporting franchises like Saemaul Sikdang and Hanshin Pocha.
Also Read: ‘Culinary Class Wars 2’ Presses On Despite Baek Jong Won’s Controversies, Wraps Up First Shoot
Baek’s 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. Baek’s efforts will be tested as he works to restore his company’s reputation.
Credits: Netflix, YNA, akp, ChosunBiz
