Seoul: Baek Jong-won, a celebrated culinary figure and the head of TheBorn Korea, announced his decision to halt television appearances to devote his efforts to his food franchise business, following ongoing controversies related to safety regulation breaches at his associated brands.
According to Yonhap News Agency, Baek offered his third public apology addressing the allegations of noncompliance with food safety regulations within his franchises. He stated that he would step back from television engagements, except for those already underway, to focus entirely on his entrepreneurial role at TheBorn Korea.
Baek's franchise brands have faced scrutiny for allegedly misleading consumers about the origin of ingredients and utilizing improper cooking utensils at local festivals, alongside other food safety violations. He emphasized that his company is rigorously investigating the fundamental causes of these issues to improve food quality across all brands and ensure the correct use of cooking equipment.
Baek candidly acknowledged, "All of the problems stem from my own shortcomings," and expressed his vision for 2025 as a transformative year for TheBorn Korea, marking it as the "second foundation year" to rejuvenate the brand.
In a recent move, Baek unveiled an emergency support package valued at 5 billion won (approximately US$3.6 million) to aid struggling franchisees. This initiative includes a three-month waiver of franchise royalties, aimed at alleviating the financial burdens faced by franchise owners.