On May 5, 2025, the Gangnam Police Station in Seoul announced that they are investigating Baek Jong-won, the representative of The Born Korea, for alleged violations of the Food Labeling and Advertising Act. This investigation stems from a complaint filed by the Gangnam-gu Office on April 29, which accused The Born Korea of misleading advertising regarding their ready-to-eat product, 'Ddeokjop'.
'Ddeokjop' was promoted with claims such as 'using domestic sea squirt, shrimp, and anchovies' and 'abundant natural shrimp for Ddeokjop toppings'. However, the actual ingredient list indicated that the shrimp used was sourced from Vietnam, raising concerns that Vietnamese farmed shrimp was falsely advertised as domestic and natural.
The Gangnam-gu Office's complaint was based on information received through the National Complaint Center. After confirming the facts, they requested a police investigation into The Born Korea for violating the 'Act on Indication and Advertisement of Foods'. In response to the allegations, The Born Korea stated that they had used the relevant terms without any special explanation.
During the investigation, a The Born Korea employee reportedly testified that they did not specifically check whether the shrimp used in 'Ddeokjop' was indeed natural. This revelation has further fueled suspicions regarding the company's advertising practices.
In addition to the issues surrounding 'Ddeokjop', The Born Korea is facing scrutiny for other controversies. The company has been accused of using foreign ingredients while promoting them as domestic agricultural products, particularly in connection with their brand 'Paikdabang', which is known for its 'Honestly Cooked Sweet Potato Bread'. Furthermore, there are allegations that The Born Korea has been using industrial metal cooking equipment at various regional festivals, presenting them as suitable for food use.
These ongoing investigations are part of a broader pattern of controversies that The Born Korea has faced since the beginning of 2025. Earlier in the year, the company was involved in a scandal regarding the pork content in their processed food 'Paik Hyeong', which was found to be below the advertised levels. There were also issues with ingredient omissions in their 'Gamgyeong Beer', as well as violations of the Farmland Act.
In light of these controversies, The Born Korea has announced plans to support franchise owners who are struggling due to the negative publicity. On May 2, the company revealed that they would allocate approximately 5 billion won in emergency funds to assist franchisees. They emphasized their commitment to creating a genuine win-win relationship with their partners, stating, "We will listen to the voices in the field and reduce the operational burdens of our franchise owners."
Baek Jong-won, who is also a popular television personality, has publicly addressed the situation. During a shareholders' meeting held on March 28, he apologized to stakeholders and expressed his determination to rectify the company's practices. He stated, "We are conducting a thorough internal review regarding the recent origin labeling issues and have revised our online product descriptions to eliminate any confusion regarding the shrimp in our toppings."
Moreover, The Born Korea has promised to implement a comprehensive inspection of all product descriptions and to establish an oversight monitoring system involving external experts. They aim to reassure consumers about the quality and origin of their products, emphasizing their commitment to transparency and safety.
Despite these assurances, the ongoing investigations and controversies have placed The Born Korea in a precarious position. The company is under pressure to restore consumer trust while navigating the legal implications of the allegations against them.
As the investigation unfolds, it remains to be seen how Baek Jong-won and The Born Korea will address these challenges and whether they can effectively regain the confidence of their customers and franchisees.
