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”
