Baek Jong-won 'Forced Sauce Sales' Report Controversy...Sudden Buzz Over 'Hongtakjip' Reason?

Online Community Reexamines Hongtakjip's Recent Status
"Maintaining Original Intent Increased Sales 20-30 Times"
Compared to Budget Market Merchants Who Reported CEO Baek

Baek Jong-won, CEO of The Born Korea, revealed that he was reported on suspicion of 'force-selling sauce' to merchants at Yesan Market in Chungnam, where he had devoted efforts to renovation. Meanwhile, online attention is focused on the recent status of 'Hongtakjip,' which underwent a complete transformation after receiving Baek's solution on a past broadcast.

(From left) Baek Jong-won, CEO of The Born Korea, 'Hongtakjip' mother, and son Kwon Sang-hoon.
[Photo by Kwon Sang-hoon, Instagram]

On the 21st, an online community post titled "The reason why CEO Baek Jong-won, betrayed by Yesan Market merchants, cannot give up hope" was uploaded. The post contained updates on the 'Mother and Son' of Hongtakjip, who appeared on the 2018 solution program 'Baek Jong-won's Alley Restaurant' and received advice from CEO Baek.

'Mother and Son,' a restaurant specializing in spicy braised chicken and chicken soup located in Pobangteo Market, Seodaemun-gu, Seoul, used to sell fermented skate and boiled meat at the time of the broadcast. Son Kwon Sang-hoon showed an insincere attitude by leaving his mother to work alone while he wandered around the store with his hands behind his back, drawing harsh criticism from CEO Baek. Even when Baek revisited a week after the initial solution, there was little change, causing viewers to frown.

Although CEO Baek suggested a new menu item, chicken soup, Kwon not only failed to properly prepare the chicken but also could not memorize the recipe, and the hygiene conditions were poor, showing no signs of improvement. Eventually, Baek made harsh remarks such as "Did you seriously disrespect me?" and "Were you just sitting at the counter counting money?" At that time, online reactions included comments like "People never change," reflecting Kwon's apparent disregard for Baek's criticism.

A written pledge by Kwon Sang-hoon to keep his promise with CEO Baek Jong-won. It is currently posted inside the 'Eomeoni wa Adeul' restaurant.
[Photo by Kwon Sang-hoon, Instagram capture]

However, toward the end of the broadcast, Kwon's attitude changed completely. He wrote a pledge stating, "If I become lazy within a year, I will compensate five times the total amount of support provided by CEO Baek for our store," expressing his commitment to work diligently. The pledge was even hung on the store wall. About a month after the broadcast, when Baek visited Hongtakjip without prior notice, Kwon was keeping most of the promises made to Baek.

Hongtakjip that has not lost its original intention... Continues steady exchanges with CEO Baek

A YouTuber visiting Hongtakjip meets Mr. Kwon for an interview.
[Photo by YouTube channel 'Jinjihage Matitneun Jibeul Chajabonda']

This is why the recent status of Hongtakjip has become a hot topic. Many YouTubers and bloggers have visited the restaurant, and Kwon has been running the business diligently while keeping Baek's advice.

In a recent video by food YouTuber A, the pledge was still hanging inside the restaurant. A said, "As soon as I entered the restaurant, the mother I saw on the broadcast kindly took my order," adding, "The son (Kwon) has been working from 5 a.m. every day. It's admirable how he keeps his promise to CEO Baek and strives not to lose his original intention."

In 2019, Kwon also gained attention online for providing free chicken soup and drinks to a middle school student who came alone from Daejeon. Kwon explained, "The student was a first-year middle schooler but traveled a long distance and time to visit. As a token of thanks, I offered chicken soup and drinks for free." He also said, "Since CEO Baek's solution, the store's sales have increased 20 to 30 times," and "There was a month when the highest sales reached 80 million won. I am grateful to CEO Baek."

Baek and Kwon have maintained steady communication until recently. On the 5th, Kwon posted a photo on Instagram of a meeting with Baek, writing, "CEO Baek's advice and words helped me find my direction. I am truly thankful to CEO Baek, who willingly listens when one has a sincere desire to do something."

Baek Jong-won reported by Yesan Market merchants... "An immense sense of betrayal"

Merchants of Yesan Market have reported CEO Baek Jong-won to the National Petition Board, while CEO Baek Jong-won expresses feelings of betrayal on his YouTube channel.
[Photo by YouTube channel 'Baek Jong-won Becomes a Market Owner']

The recent status of Hongtakjip contrasts sharply with the controversy that arose at some stores in Yesan Market. Yesan Market, where CEO Baek, a native of Yesan, signed a mutual agreement with Yesan County, has newly emerged as a so-called 'hot place' targeting young generations such as the MZ generation. It was also selected as an excellent regional development project by the Ministry of Land, Infrastructure and Transport this year.

According to a video Baek released on his YouTube channel on the 18th, some Yesan Market store owners showed lazy behavior, frequently leaving their stores unattended and not opening them themselves, despite having operated for less than a year. Some stores that were supposed to open at 11 a.m. had part-time workers arriving only about 30 minutes before opening, hastily opening the restaurant, causing disappointment.

Moreover, news spread that Baek was reported to the National Petition Board by a person presumed to be a Yesan Market merchant, alleging that The Born Korea was forcefully selling sauces and supply products at high prices. Baek explained, "Sauces and various industrial products are supplied at the same prices as to The Born Korea franchise stores, and for items that must be specially sent to Yesan Market, the logistics team says, 'We talk with a knife to the throat, but the prices are lower than the minimum unit price.'"

He added, "I think this explanation is enough, but I want to vent once. I am very disappointed. From my perspective, I feel an immense sense of betrayal," and said, "Do you think I developed the menu just to sell sauces? If possible, I wanted beginners to cook easily and use the sauces we cherish. If I wanted to make money, it would be much better to hire staff and increase directly managed stores here," expressing his frustration.