The Born Korea's Baek Jong-won Under Investigation for Violating Food Labeling and Advertising Act

The police have launched an investigation into Baek Jong-won, CEO of The Born Korea.

CEO Baek Jong-won of The Born Korea is giving a corporate presentation at The Born Korea IPO briefing held on the 28th at the Conrad Hotel in Yeongdeungpo-gu, Seoul. Photo by Kang Jin-hyung

On the 21st, the Gangnam Police Station in Seoul announced that they have begun an investigation after receiving a complaint urging an investigation into Baek and The Born Korea for violating the Food Labeling and Advertising Act.

The Born Korea had promoted the new product of Paik's Coffee, 'Jjondeuk Sweet Potato Bread,' as made from 'Korean agricultural products.' However, the product included a phrase stating that 'some ingredients may be from China,' raising controversy over false and exaggerated advertising. The advertisement has been ongoing since January of last year.

On the 19th, Baek Jong-won, CEO of The Born Korea, posted an apology on The Born Korea's website stating, "We are conducting a thorough inspection of all product description phrases, including some online origin labeling issues."