Park Jin-hai primarily focuses on K-dramas, entertainment shows and actor interviews. Beyond that, she also pens articles covering the broader arts scene, with a particular emphasis on classical music, dance and various aspects of lifestyle. Since joining The Korea Times in 2013, she has made significant contributions in the realms of hallyu (Korean wave), industry news and international affairs.
Embattled celebrity restaurateur Paik Jong-won faces scrutiny amid scandals
Paik Jong-won, Theborn Korea's CEO, speaks during a press conference after the company's general shareholders meeting in Seoul on March 28. Yonhap
By Park Jin-hai
Paik Jong-won wears many hats: owner of 25 restaurant franchises, CEO of an entertainment company, TV personality best known for the Netflix series "Culinary Class Wars," and husband of actress So Yoo-jin.
Yet amid multiple scandals — ranging from business practices to personal behavior — public sentiment has begun to shift, raising questions about the future of his brand and career.
On Monday, a petition was submitted to the National Assembly calling for the enactment of the so-called “Paik Jong-won Prevention Act.” The petitioner cited repeated violations of food hygiene regulations by Paik’s company at local festivals, accusing TheBorn Korea of operating as a de facto monopoly.
It was the latest blow in a string of controversies.
Earlier this year, his compant TheBorn Korea sold gift sets of ham through his YouTube channel, claiming a 45 percent discount at a price of 28,500 won. Marketed as a “once-in-a-lifetime low price,” the promotion sparked backlash when it was revealed that the original price was only 30,000 won — prompting complaints from consumers who accused him of deceptive marketing.
Soon after, Baekseok Doenjang (fermented soybean paste) came under scruitiny. While the product was advertised as domestically produced, an investigation in March found it contained Chinese fermented soybean paste and soybeans sourced from the U.S., Canada, and Australia.
A similar issue emerged with the Hanshin Pocha Nakji Bokkeum (stir-fried octopus) sold on TheBorn Mall. Marketed as made from Korean ingredients, it was later discovered that the garlic used came from China.
In response, Paik issued multiple public apologies, pledging to reform corporate practices and ensure transparency regarding ingredient sourcing. Government agencies have since launched investigations into the allegations.
Meanwhile, questions about Paik’s personal and professional behavior have resurfaced.
On Tuesday, a television producer who worked on "My Little Television," a 2015 live competition show where Paik shared recipes, accused him of abusive behavior toward staff. The allegations are the latest in a growing pile of controversies surrounding his public persona.
“Paik shared easy-to-follow recipes and was seen as a leading figure in the food industry, thanks to shows like 'Paik Jong-won’s Alley Restaurant' and 'The Genius Paik,'” the former producer said. “But behind the scenes, if he didn’t like someone, they were removed. In some cases, the producer even had to apologize to dismissed cast members on Paik’s behalf. Most stars are cautious when it comes to staff issues — but Paik was different. Once word got out that he had a close relationship with the network president, he got his way.”
Though other producers quickly defended Paik and dismissed the accusations, the claims left a black mark on his name with fans.
“Paik always had such a positive image, so this is disappointing,” one viewer wrote on an online blog. Another commented, “It’s shocking how different he is in real life compared to what we saw on TV.”
Paik Jong-won tastes food as a judge on the Netflix's hit cooking competition program "Culinary Class Wars." Captured from Netflix show
Still, there’s not much sign of an immenent downfall — at least for now.
Some media outlets have reported that some franchise closures may be coming, but Paik’s restaurant brands continue to operate.
On the broadcast side, Netflix has already begun filming the second season of "Culinary Class Wars" with Paik. MBC’s variety show "Chef of Antarctica" dismissed concerns about the recent scandals.
However, industry followers said if the controversies continue, it is likely to become a significant issue for shows like “Culinary Class War,” “Chef of Antarctica” and “Genius Restaurateur Paik Jong-won." Variety shows where Paik is the main figure are at the greatest risk, and could even face cancellation.