'Integrated Discount Event' from May 13 to 25
The Born Korea, which has recently been caught in owner risk due to various controversies involving CEO Baek Jongwon, has announced that it will hold a large-scale discount event.
The "Integrated Discount Event," which will run from May 13 to May 25, will feature a variety of The Born Korea's brands, including Insaeng Seolleongtang, Hong Kong Banjeom, Rolling Pasta, and Saemaeul Sikdang, offering discounts of up to 50%. This event is seen as a strategy by The Born Korea to overcome owner risk and regain customer trust.
Insaeng Seolleongtang will offer a KRW 3,500 discount on seolleongtang menu items on May 13 and May 20. Hong Kong Banjeom will provide a KRW 2,600 discount on jjajangmyeon through the "SKT T Day" event on May 14. Hanshin Pocha will offer a 50% discount on Hanshin Dakbal on May 14 and May 21. Rolling Pasta will discount carbonara by KRW 4,400 on May 15 and May 22. Saemaeul Sikdang will offer the Yeoltan Bulgogi menu at a discounted price on May 16 and May 23.
Other participating brands in the discount event include Jesoon Sikdang, Seongseong Sikdang, Baek Jongwon's Wonjo Ssambap, Dolbaegi Jip, Mijeong Guksu, Hong Kong Bunsik, Richun Market, Baek's Beer, Yeokjeon Udon, Maki Oreum, Bonga, and Yeondon Bolkatsu.
The Born Korea, caught in owner risk, is holding a large-scale discount event. The Born Korea website
The Born Korea has advised customers to check the details for each store before visiting, as the event content may differ by location. The company also noted that the event may end early if stock runs out, and prices may vary by store.
The Born Korea, led by CEO Baek, has recently faced a series of issues, including product quality controversies, errors in country-of-origin labeling, hygiene problems at festival sites, and allegations of ingredient neglect. Currently, the Gangnam Police Station in Seoul is investigating CEO Baek and The Born Korea corporation for alleged violations of the Food Labeling and Advertising Act, after receiving a complaint that the company used Vietnamese shrimp in its "Deopjuk" product while advertising it as "domestic" and "wild-caught."
As a result, The Born Korea continues to experience a steep decline. The stock price hit a peak of KRW 64,500 on its listing day, November 6 last year, but has been on a downward trend ever since. The current stock price is about 20% below the offering price of KRW 34,000. Since the beginning of this year, the stock has not recovered to the offering price even once.
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