In a dramatic turn of events, Baek Jong-won, the popular South Korean chef and CEO of the food company The Born Korea, has announced a suspension of his entertainment activities following a series of controversies surrounding his business practices. This decision comes just a day after his show, Black and White Kitchen: Food Showdown, won the prestigious Baeksang Arts Award for Broadcasting on May 5, 2025, marking a historic first for a variety show.
Baek, who has become a household name through his relatable cooking methods and engaging television presence, is now facing scrutiny over allegations of food safety violations and misleading product labeling. Reports indicate that his company has been accused of misrepresenting the origin of food products, deceiving consumers by labeling foreign goods as locally produced. These allegations have sparked public outrage and raised questions about the integrity of his brand.
On May 6, 2025, Baek released a heartfelt apology via a five-minute video on his official YouTube channel. In the video, he expressed remorse for the issues that have arisen this year and took full responsibility for the controversies. "I deeply regret the problems and criticisms that have been raised against us this year," he stated. He emphasized that he would be stepping back from his role as an entertainer to focus entirely on corporate reforms within The Born Korea.
Baek's decision to halt his entertainment career, except for ongoing projects, reflects his commitment to addressing the internal challenges his company is facing. He stated, "From now on, I will no longer act as an entertainer but will dedicate all my passion and energy to the growth of The Born Korea." His acknowledgment of the need for change comes amid a backdrop of increasing scrutiny from the public and media.
In his apology, Baek outlined the steps he plans to take to rectify the issues plaguing his company. He mentioned that he is conducting a thorough review of the company's internal operations, focusing on quality control, food safety, and hygiene. "I am working to identify the root causes of these problems and improve them one by one," he noted, underscoring his determination to restore trust in his brand.
2025 has been designated as a pivotal year for The Born Korea, which Baek referred to as the company’s second founding year. He aims to implement significant changes and foster a more positive corporate culture. "Only by changing myself can I truly drive the change in corporate culture," he explained, indicating his resolve to lead by example.
Baek also expressed concern for franchise owners who have been affected by the controversies. He acknowledged the pain they are experiencing and pledged to initiate a large-scale support plan to assist them. "I will not leave any franchise owner behind," he promised, emphasizing the importance of collaboration and a shared vision for success.
The fallout from these controversies has already impacted Baek’s projects. His new show, The Chef of Antarctica, was set to premiere this month but has now been indefinitely postponed due to the ongoing investigations and public backlash. Baek's reputation, once bolstered by his charm and culinary expertise, has taken a significant hit.
In his apology video, Baek bowed three times as a gesture of sincerity and commitment to change. He reiterated his understanding of the gravity of the situation and the responsibility he bears as a public figure. "If my actions in the entertainment industry have hurt anyone, it is my fault and my oversight. I should have been more humble," he acknowledged, reflecting on the importance of accountability.
Baek Jong-won’s rise to fame has been marked by his ability to connect with audiences through accessible cooking demonstrations and his charismatic personality. However, the recent controversies have starkly contrasted with his public image, leading many to question the integrity of his brand. The Born Korea, which has been a leader in the South Korean food industry, now faces a critical juncture as it navigates these challenges.
As Baek transitions back to his role as a businessman, he aims to rebuild the trust that has been eroded. He has committed to transparency and accountability, promising to work closely with his team to rectify the issues at hand. "I will remember my original intentions and sense of responsibility as I move forward to create a more honest and robust The Born Korea," he stated, signaling a renewed focus on ethical business practices.
While Baek’s future in the entertainment industry remains uncertain, his commitment to reforming The Born Korea could pave the way for a potential redemption arc. The coming months will be crucial as he implements changes and seeks to regain the confidence of both consumers and franchise owners. As the public watches closely, Baek Jong-won’s journey serves as a reminder of the complexities of balancing celebrity status with corporate responsibility.
