"If This Continues, I Can't Even Pay the Rent"... Baek Jongwon Franchise Owners Voice Their Frustrations

YouTube Channel Reveals Franchise Owner's Email
"Some Locations Report Sales Drop of Up to 40-50%"

As Baek Jongwon, CEO of Theborn Korea, continues to face a series of controversies, franchise owners struggling with declining sales are also voicing their frustrations.

An email from a franchise owner of The Born Korea, revealed on the YouTube channel 'Arabojja'. Arabojja YouTube

On April 27, the YouTube channel 'Arabojja' revealed an email it had received regarding Baek Jongwon. The email, titled "I am a Baek Jongwon franchise owner. I feel like dying," expressed the sender's distress, stating, "Because of Baek Jongwon, the situation is terrible." The franchise owner wrote, "It's not just my store; other franchise owners are experiencing the same thing. Some locations have seen sales drop by at least 20%, while others have experienced decreases of 40% to 50%."

The owner continued, "Many owners have put their stores up for sale. I also tried to list my store this time, but it was rejected. I called three transfer agencies, and two of them said it would be difficult because it's a Baek Jongwon franchise." The owner added, "If I can't sell the store, I can't recover the key money, and if I can't recoup my investment, that's the end. At this rate, I won't even have money to pay the rent."

The previous day, on another online community, a photo was posted showing Baek Jongwon's face in a franchise restaurant covered by a food image. This stood out in stark contrast to the past, when his image served as a powerful promotional tool for the brand.

The recent whereabouts of Baek Jongwon, CEO of Theborn Korea, who has been embroiled in various controversies, have been spotted. On the 27th, a post titled "Business Genius Baek Sajang Season 3 Filming in France" was uploaded along with photos on an online community. Online community 'FM Korea'

On the same day, another online community revealed that Baek Jongwon is currently filming an entertainment program overseas, prompting mixed reactions from netizens. The program, set to air in the second half of this year, features Baek Jongwon opening and running a restaurant in a country with little exposure to Korean cuisine. In the newly released photo, Baek Jongwon is seen in the kitchen, wearing a mask and gloves while slicing meat.

Some netizens criticized Baek Jongwon for continuing to film the show despite the ongoing controversies, saying, "Small business owners who trusted Baek Jongwon and started franchises are struggling," and, "It would be better for him to step down as CEO of Theborn Korea and take responsibility." Others took a different view, responding, "Does that mean he should do nothing and just stay at home?" "Criticizing him for this is witch-hunting," and, "He has already issued an official apology, so give him some time."

Baek Jongwon and Theborn Korea have recently faced criticism over a series of quality and operational controversies. Issues included the quality of the 'Paekham' gift set earlier this year, allegations of false advertising regarding the origin of Paikdabang products, problems with the ingredient content of tangerine beer, false labeling of the origin of soy sauce and doenjang, violations of the Farmland Act for producing products with foreign ingredients in agricultural promotion zones, and suspicions of a blacklist board for employees. In addition, a Theborn Korea executive was accused of inviting a female job applicant to a drinking party under the pretext of a job interview and attempting inappropriate physical contact, prompting the Ministry of Employment and Labor to launch an investigation into possible workplace harassment.

There have also been allegations that Baek Jongwon abused his power toward production staff. Kim Jaehwan, a former MBC documentary PD, claimed on his YouTube channel that Baek Jongwon demanded specific writers and filming teams of his choosing be included in the staff and pressured cast members to leave the show.

In response, Baek Jongwon posted two official apologies on the company's website. On April 15, he stated, "I will change everything," and added, "We are carrying out a complete overhaul of both our internal systems and external operations, prioritizing ethical management and food safety above all else." He also pledged, "We will thoroughly improve all the issues that have been intensively raised this year and make a fresh start."