Controversy Over '40,000 Won Barbecue' at Namwon Chunhyang Festival... Baek Jong-won Steps In "Will Set Things Right"

"Structural Issues Like High Rent... We Will Fix Them"

Baek Jong-won, CEO of The Born Korea, visited the Namwon Chunhyang Festival, which was embroiled in controversy last year over "overcharging," and pledged to eradicate such practices.

Baek Jong-won Supports the 'Namwon Chunhyang Festival'... Actively Developing Menus Using Loach and Black Pork

Baek Jong-won, CEO of The Born Korea, is checking preliminary information ahead of supporting the Namwon Chunhyang Festival. [Image source=Baek Jong-won YouTube capture]

On the 2nd, Baek Jong-won's YouTube channel uploaded a video titled "Namwon Chunhyang Festival - The Sanctuary of Overcharging, I Went There." In this video, CEO Baek announced the start of the "Chukjibeop" (a method to revitalize regions through festivals) segment and headed to Jeonbuk, the fifth region featured. Baek, who is supporting the Namwon Chunhyang Festival, took time to tour the festival venue.

Additionally, Baek began developing menus using Namwon’s specialties such as loach, black pork, and paprika. He personally tasted dishes like Berkshire pork soup, Berkshire pork cutlets, and paprika sausages, thoughtfully considering and revising recipes to suit Korean tastes, raising anticipation for the Chunhyang Festival.

The Long-standing 'Namwon Chunhyang Festival' Faced Overcharging Scandals Last Year... Collaborating with Namwon City to Recognize and Eliminate Seat Fees This Time

Last year, the Namwon Chunhyang Festival sparked controversy over "overcharging" with a 40,000 won barbecue.
[Image source=Online community capture]

Held every May, the Namwon Chunhyang Festival is a representative regional festival with a long tradition. However, last year it faced difficulties as outrage over exorbitant food prices took center stage. There were controversies over overcharging due to extremely small portions, such as 40,000 KRW whole pig barbecue, 18,000 KRW seafood pancake, and 25,000 KRW stir-fried intestines.

Baek Jong-won, CEO of The Born Korea, is pointing out the problems of local festivals. [Image source=Captured from Baek Jong-won's YouTube]

CEO Baek stated, "The problem with festivals is charging rent-like fees," referring to expensive seat fees. He added, "Since it goes through multiple stages and is a seasonal business, festival food prices inevitably rise," but emphasized, "For festivals we participate in, there is absolutely no seat fee. Our motto is to promote the region through the festival and provide joy that brings people back to the area."

Baek also met with festival participants and said, "Whether competitive or not, we will do whatever it takes to stop (overcharging)." He expressed hope that "Namwon Chunhyang Festival will become a good example. I hope it succeeds and other regions follow suit."

Namwon City also rolled up its sleeves to eradicate overcharging. During the Chunhyang Festival, the city will strengthen a transparent food system by using kiosks in each food zone. They will also introduce standardized portion labeling, recipe management, and dedicated staff assignments. Furthermore, an overcharging report center will be operated to prevent complaints in advance and conduct on-site inspections. If overcharging is detected, immediate eviction, administrative sanctions, and criminal prosecution will be strictly enforced.

The 94th Namwon Chunhyang Festival, collaborating with CEO Baek to provide reasonable food options and revitalize the local economy, will be held for seven days from the 10th around Gwanghallu Garden in Namwon. This year’s festival theme is "Chunhyang, Falling in Color愛 (Love)." Plans also include operating the "Chunhyang Nanjang," a traditional food-themed event including a Makgeolli festival.