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Baek Jong-won appears in Culinary Class Wars on Netflix. (Photo: Netflix) |
[Alpha Biz= Ellie Kim] Baek Jong-won, CEO of Theborn Korea, has returned to YouTube after more than a year-long hiatus, following a period of controversy that led him to suspend public activities.
According to industry sources on June 8, Baek recently resumed his flagship content series “Cooking Secrets” on his YouTube channel. The first video, released on June 5 and featuring a soy sauce cold noodle recipe, surpassed 250,000 views and drew over 1,500 comments. While negative reactions remain prevalent, some viewers welcomed his return, expressing continued interest in Korean cuisine content.
Baek plans to expand the channel with new content, including “K-Vibe,” targeting overseas audiences, and a second season of “My Own Meal,” a project focused on regional ingredients.
Baek built his reputation as a leading restaurateur through successful brands and television programs such as “Home Food Rescue” and “Alley Restaurant,” becoming widely known as a mentor to small business owners and a household cooking figure.
However, his personal brand faced significant challenges last year amid a series of controversies, including disputes with franchisees, pricing issues, and allegations related to product labeling and food safety. These issues led him to suspend his activities in May of last year.
The company maintains that many of the allegations raised since its listing have been resolved, with a substantial number of complaints and investigations reportedly closed without charges. Nevertheless, public sentiment remains divided, as criticism has centered not only on legal issues but also on perceived gaps between consumer expectations and Baek’s public image.
Meanwhile, a key controversy involving alleged misrepresentation of franchise sales performance remains under review by the Korea Fair Trade Commission.
Alphabiz Ellie Kim 인턴기자(press@alphabiz.co.kr)
