Paik Jong-won speaks at TheBorn Korea's shareholders' meeting in Seoul on March 28. (Newsis)
Paik Jong-won speaks at TheBorn Korea's shareholders' meeting in Seoul on March 28. (Newsis)

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?

  • Restructuring underway at TheBorn Korea
  • Long-term focus: international expansion of K-sauces and products
  • Paik vows to “regain trust and stabilize operations”