백종원, From Culinary Hero to Corporate Villain? Controversies Shaking Korea in 2025
The Perfect Storm: Multiple Scandals in 3 Months
2025 has become an annus horribilis for Baek Jong-won, the once-respected "culinary king" of Korea. His company TheBorn Korea faces an unprecedented crisis following a series of scandals that include:
1. Use of Chinese ingredients in products labeled as "traditional Korean"
2. Recurring violations of the Agricultural Land Act
3. Controversies over abusive pricing of premium products
4. Workplace safety incidents with gas tanks
The current trigger is the recent discovery that his famous "Baekseok Doenjang" soybean paste, produced in a factory located in a protected agricultural zone, uses:
- Modified meju (fermented soybean blocks) from China
- Soybeans and wheat imported from the USA, Canada, and Australia
The serious issue is that the law requires 100% local ingredients in these protected zones. According to Article 59 of the Agricultural Land Act, this could lead to up to 5 years in prison or fines of ₩50 million.
The Doenjang Controversy: Lies That Hurt Traditions
Baek's flagship product was promoted as "the authentic taste of Korean villages" in his online store. However, consumer analyses revealed:
- 70% imported raw materials
- Fermentation process reduced to 15 days (vs. 6 months in traditional methods)
On social media, Korean users express outrage:
"We pay premium for tradition, not for transnational deception" (@kimchiLover)
"So now even soybean paste is Made in China?" (@trueKoreanFoodie)
The company argues difficulties in local supply, but farmers from South Chungcheong contradict:
"We have surpluses of Korean soybeans that end up being exported due to lack of buyers" (statement to Dong-A Ilbo).
History of Infractions: A Concerning Pattern
This is not an isolated incident. TheBorn Korea's record shows recurring legal problems:
| Date | Incident | Sanction |
|---|---|---|
| Feb/2025 | Sale of overpriced hams | Product recall |
| Jan/2025 | Dangerous use of LP gas in kitchens | ₩2 million fine |
| Nov/2024 | Illegal construction in protected zone | Demolition order |
The most serious case occurred in February, when his factory in Yesan used greenhouses as illegal warehouses, violating the Mountain Conservation Act.
The Price of Fame: Plummeting Stock
The stock market severely punishes these scandals. TheBorn Korea (475560) shares show:
- From ₩64,500 (post-IPO peak) to ₩29,800 in March
- Loss of 72.48% value in 3 months
- Flight of institutional investors (15% reduction in holdings)
Yuanta Securities analysts warn:
"Recovery requires more than apologies. They need corporate restructuring and new governance".
Social Media Reactions: From Admiration to Disenchantment
Forums like Instiz and DC Inside reflect a radical change in public opinion:
Trends on Naver Blog (March 2025):
1. "How to identify authentically Korean products" (+320% searches)
2. "Ethical alternatives to Baek Jong-won brands" (+285%)
3. "Homemade Doenjang recipe without deception" (+178%)
A food blogger writes:
"Baek taught us to love Korean cuisine, but now betrays those values. I prefer to support small local producers".
Can the 'Culinary Emperor' Recover?
Baek's recent public apologies include measures:
- Moving production to non-protected facilities
- Donation of ₩1,000 million to local farmers
- External audit of supply chain
However, corporate reputation experts like Lee Min-ho (CEO of BrandWorks) point out:
"The real challenge is rebuilding trust. They must make their processes 100% transparent and create a citizen oversight committee".
Meanwhile, Korean consumers vote with their wallets: TheBorn's online sales fell 40% in March, according to Coupang data. The legacy of Korea's most famous chef hangs by a thread, and only a genuine reinvention could save it.