Fall & fight of star chef Paik Jong-won in 2 minutes
Albeit not Michelin-starred, Korean restaurateur and celebrity chef Paik Jong-won is arguably the country's most famous culinary figure.
Known for his easy-to-follow cooking, built on humor and pragmatism, he has become something of a national uncle, always ready with foolproof recipes.
But this year marks a turning point in his uphill career, as he faces a string of setbacks and mounting scrutiny, gradually stepping out of the frame after more than a decade in the media spotlight.
Who is Paik Jong-won?
Korea's best-known celebrity chef and restaurateur
Built a food empire with Theborn Korea (3,000+ stores, 25 brands)
Gained fame for easy, practical cooking on television and online platforms
Often dubbed Korea's 'national uncle chef'
From stardom to scrutiny
Rose to fame via hits like MBC's "My Little Television" and Netflix's "Culinary Class Wars"
Took TheBorn Korea public in late 2024 — stock spiked, then halved
Backlash & controversies
Criticized for low pork content in Paik Ham
Tangerine beer under fire for weak fruit content
Safety missteps: LPG gas near stove, microwaving plastic, using pesticide bottle for sauce
Ingredient mislabeling and franchise hygiene issues
Accused of meddling in show casting, inappropriate interview practices
14 ongoing police investigations related to food safety and labeling violations
Paik steps back
Announced hiatus from media to address internal issues
Apologized to public and franchisees
Launched emergency measures:
30 billion won ($22 million) support fund
3-month royalty suspension
Full safety and compliance review
What's next?
minmin@heraldcorp.com
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