Renowned restaurateur and CEO of The Born Korea, Paik Jong-won, has declared a dramatic cessation of his broadcasting activities. This move comes in the wake of a cascade of controversies, beginning with the "Baek-Ham" (Paik Ham) product dispute and escalating to allegations of farmland law violations, mislabeling of origin, and abuse of power. The effectiveness of this drastic measure in quelling public criticism remains to be seen.
On May 6th, Paik announced his decision via his YouTube channel, stating, "Except for the programs currently being filmed, I will be suspending all broadcasting activities. As the CEO of a corporation, rather than a broadcaster, I will now dedicate all my passion and energy to the growth of The Born Korea." This implies that he will cease all future television appearances beyond the already completed or ongoing projects, including Netflix's <The Devil's Chef: Culinary Clash Season 2>, tvN's <Business Genius Paik Season 3>, and MBC's <Chef in Antarctica>.
In the video, Paik stated, "I have previously offered my apologies in writing and through the shareholders' meeting regarding the numerous issues and criticisms raised this year. However, today, I wish to directly bow my head and address you through this video. We are thoroughly investigating the fundamental causes of all matters, including quality, food safety, and hygiene at festival sites, and are in the process of implementing improvements one by one."
He continued, "I am well aware of the concerns surrounding a CEO of a listed company concurrently engaging in broadcasting activities, as well as the recent alarming allegations of 'broadcasting abuse.' If my words or actions during the process of creating good broadcast content have caused harm to anyone, it is my responsibility and my fault." This statement followed accusations from former MBC producer Kim Jae-hwan, who alleged that Paik had exerted undue influence in casting decisions for his programs in the past.
"All the problems lie with me," Paik asserted. "I will designate 2025 as the inaugural year of The Born Korea's complete renewal, a second founding. I will focus solely on our franchisees, shareholders, and customers, and start anew from the beginning," he concluded, bowing in apology.
The Born Korea, under Paik's leadership, has been embroiled in a series of controversies since its listing on the stock market in November of last year. The issues began in January with the controversy surrounding the high pricing of the "Baek-Ham" gift set. This was followed by allegations regarding the use of foreign ingredients in "Baekseok Soybean Paste," violations of farmland laws, indoor high-pressure gas cooking, mislabeling of product origins, debates over the content of Brazilian chicken meal kits and Jeju tangerines, the use of industrial-grade "pesticide sprayers," and the transport and storage of raw meat in unrefrigerated vehicles. Furthermore, allegations of a "drinking interview" process and the creation of a staff blacklist within The Born Korea further exacerbated the situation.
The company's stock price has also plummeted. After reaching a high of 64,500 KRW per share on its listing date of November 6th, nearly double the initial public offering price of 34,000 KRW, the stock closed at 26,950 KRW on May 2nd. Paik is currently under police investigation for alleged violations of the Act on Fair Labeling and Advertising. Additionally, the release of the lock-up period for 4,865,835 shares (33.02% of the total outstanding shares) from May 6th onwards raises concerns about potential further impact on the stock price.
Despite Paik's announcement of a broadcasting hiatus, public reaction has been largely cold and skeptical. Online communities have been flooded with critical comments such as, "If filming takes a year, then the broadcasting suspension is next year. Is this a joke? No more offers will come in anyway, so he's unilaterally stopping," "After months of issuing evasive statements and trying to cut off the tail, he couldn't let go of the programs already being filmed. His sincerity is seriously questionable," and "He's increasingly arrogant, self-congratulatory, and a hypocrite. He should drop the ongoing filming as well."
Lee Eun-hee, a professor of consumer science at Inha University, commented, "As consumer anger has not subsided, broadcasters should consider replacing him even in currently filming programs. Mr. Paik needs to demonstrate not only moral and ethical apologies but also take full legal responsibility."
The public's tepid response underscores the deep-seated disillusionment stemming from the multitude of controversies surrounding Paik Jong-won and The Born Korea. Many perceive his "broadcasting retirement" as a strategic maneuver to deflect criticism rather than a genuine reflection of remorse or a commitment to rectifying the underlying issues within his company. The fact that he intends to complete ongoing filming projects further fuels this skepticism, suggesting a reluctance to fully relinquish his prominent media presence.
The core of the public's discontent lies in the perceived disconnect between Paik's image as a trustworthy and approachable culinary expert and the series of alleged ethical and legal lapses within his business operations. The controversies, ranging from questionable product quality and misleading labeling to accusations of unfair labor practices and legal violations, have eroded the public's trust in his brand and persona. His initial responses to the allegations were often seen as defensive or insufficient, further exacerbating the negative sentiment.
Moreover, the timing of his broadcasting suspension, coinciding with mounting public pressure and a declining stock price, raises questions about its sincerity. Critics argue that this move is a calculated attempt to mitigate further damage to his reputation and business interests rather than a genuine act of accountability. The continuation of ongoing broadcast commitments also suggests a reluctance to fully step away from the spotlight, undermining the credibility of his "retirement" announcement.
The case of Paik Jong-won serves as a cautionary tale about the potential pitfalls of blurring the lines between personal celebrity and corporate responsibility. While his media presence undoubtedly contributed to the success and growth of The Born Korea, the recent controversies highlight the inherent risks associated with such a high-profile figurehead. When ethical and legal issues arise within the company, the personal brand of the CEO becomes inextricably linked to the corporation's reputation, leading to significant public backlash and potential business repercussions.
Moving forward, the public and the business community will be closely watching how Paik Jong-won and The Born Korea address the underlying issues that have led to this crisis. A genuine commitment to transparency, accountability, and tangible improvements in business practices will be crucial in rebuilding public trust. This includes fully cooperating with ongoing investigations, implementing stricter quality control measures, ensuring ethical labor practices, and taking responsibility for past missteps.
The broadcasters who have featured Paik in their programs also face a critical juncture. Continuing to air programs featuring a figure facing such serious allegations risks alienating their viewership and damaging their own reputations. As Professor Lee Eun-hee pointed out, a reassessment of his continued presence on these shows is warranted in light of the sustained public outcry.
Ultimately, Paik Jong-won's "broadcasting retirement" will be judged not by the announcement itself, but by his subsequent actions and the tangible changes implemented within The Born Korea. The public's current skepticism reflects a desire for genuine accountability and a demonstrated commitment to ethical business practices, rather than a mere temporary retreat from the public eye. The future of both Paik's personal brand and the success of The Born Korea will depend on their ability to regain the trust and confidence of consumers and stakeholders.
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