Food entrepreneur Baek Jong Won, popularly known as the judge of 'Culinary Class Wars', has officially apologized following a series of controversies surrounding his company, TheBorn Korea. His criminal indictment for violating the Country of Origin Labeling Act suggests that the situation has escalated beyond mere consumer complaints into a legal issue.

On March 13, Baek Jong Won released a statement on TheBorn Korea’s official website, saying, "I sincerely apologize for causing concern to many people due to various issues related to Theborn Korea. I feel a deep sense of responsibility." He added, "There were many areas where we failed to meet expectations. In particular, I deeply reflect on the issues that arose in the production and distribution process."

The primary controversy revolves around TheBorn Korea’s labeling of product origins. The Seoul Office of the National Agricultural Products Quality Management Service recently indicted Baek Jong Won for allegedly violating the Country of Origin Labeling Act. The investigation involves the mislabeling of TheBorn Korea’s Doenjang (soybean paste) products and the stir-fried octopus dish sold at the franchise pub chain Hanshin Pocha.

TheBorn Korea is a food and beverage company that operates across three main areas, including restaurant franchise business, distribution business, and hotel business. Baek Jong Won has expanded his company, managing over 25 restaurant and cafe brands and also producing home meal replacement products.

A whistleblower pointed out that Baek Jong Won himself had criticized a pizza restaurant on the TV show 'Baek Jong Won's Alley Restaurant' for failing to renew a health certificate and mislabeling product origins. The informant argued, "Despite that, he himself has violated the Country of Origin Labeling Act for 10 years, which is absolutely unacceptable."

The controversy initially erupted over Baek Jong Won’s Baekseok Doenjang (Baek Jong Won's Baekseok Beanpaste), produced at the Baekseok factory in Yesan County, South Chungcheong Province. It was revealed that the product contained Chinese-origin Meju (fermented soybean blocks) and soybeans. The issue is that the product being manufactured is in a factory located in an agricultural promotion zone where only domestically sourced ingredients are permitted. This raised concerns about potential violations of the Farmland Act.

According to Article 59 of the Farmland Act, using foreign-sourced ingredients in an agricultural promotion zone can result in imprisonment of up to five years or a fine of up to 50 million KRW (approximately 38,000 USD). As the controversy escalated, TheBorn Korea removed the term "domestic" from its online store descriptions and issued an apology, stating, "We sincerely apologize for using imported ingredients without fully understanding the relevant legal regulations."

Hanshin Pocha’s stir-fried octopus dish also came under scrutiny. While the company advertised that it used only domestic scallions, onions, and garlic, an analysis of the product's ingredients revealed that Chinese garlic was being used. Consumers criticized this as deceptive marketing, calling it a clear act of fraud.

Additionally, other controversies have surfaced involving TheBorn’s operations. TheBorn Culinary Research Institute was found to be storing and using LPG gas cylinders indoors, posing safety concerns. Furthermore, in a YouTube video promoting local farmers, the company featured products made with Brazilian chicken, contradicting the campaign’s intended message.

These scandals have not only impacted Baek Jong Won personally but have also significantly damaged TheBorn Korea’s corporate reputation. Since going public on November 6 last year, TheBorn Korea’s stock has been trading at around 29,000 KRW (19.98 USD), below its initial public offering price of 34,000 KRW (23.43 USD). Analysts suggest that the recent controversies have contributed to the stock’s decline.

Baek Jong Won stated, "We will swiftly address all legal and operational issues and implement comprehensive improvements. As a publicly traded company, we will lead company-wide innovation and growth to meet the expectations of our shareholders." 

However, given the ongoing string of controversies, it remains uncertain whether his apology will be enough to restore trust among consumers and investors. Many are heavily disappointed since Chef Baek Jong Won had constantly advocated for supporting local farmers and using domestic ingredients in his products and recipes. He has long emphasized his commitment to help contribute to the growth of local farms through various programs.

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