Aiming to Restore Image by Highlighting Franchise Owners
Despite Plummeting Sales... "Please Give Me Just Three Months"
Baek Jongwon, CEO of Theborn Korea and a prominent restaurant entrepreneur, reappeared on his official YouTube channel after declaring a suspension of all broadcasting activities about three weeks ago. This time, instead of appearing himself, he introduced a new format in which franchise store owners personally present their own businesses and share insights from the field of self-employment.
On May 30, a series of YouTube Shorts videos titled "I am an OOO store owner" were uploaded to Baek Jongwon's official channel. The videos feature actual owners of major Theborn Korea brands such as Yeondon Bolkatsu, Makioreum, Yeokjeon Udon, Rolling Pasta, Hongkong Banjeom, Saemaeul Sikdang, Richun Market, and Wonjo Ssambapjip, who introduce and promote their stores themselves.
The videos include a warning stating, "Malicious secondary use of this video, such as groundless speculation or slander against the store owners featured, constitutes an infringement of portrait rights and copyright and may be subject to sanctions." The comment function has also been disabled.
Baek Jongwon, CEO of Theborn Korea, uploaded content featuring franchise store owners appearing in person on YouTube. Baek Jongwon YouTube Channel
Previously, on May 6, Baek Jongwon abruptly announced, "I will suspend all broadcasting activities," following a series of controversies. These included issues such as the Baekham price controversy, false labeling of tangerine beer content, omission of ingredient country of origin, alleged violations of the Farmland Act, inadequate LPG safety management, and sexual harassment interview allegations. Each of these issues had emerged in rapid succession.
Baek Jongwon stated, "From now on, as a businessperson rather than a broadcaster, I will devote all my passion and energy to the growth of Theborn Korea," and added, "I will turn this crisis into a second founding opportunity. Please give me three months."
In fact, after these controversies, sales at Theborn Korea franchise stores dropped sharply. According to data submitted to National Innovation Party lawmaker Cha Kyugeun by the Financial Supervisory Service, a compilation of figures from four credit card companies?Samsung, Shinhan, Hyundai, and KB?showed that, since February, the sales of major Theborn Korea brands have decreased by nearly 20% on average.
Stock investors also suffered significant losses. According to Naver Pay's "My Assets Service," the average purchase price for 5,846 shareholders was 37,513 won, while the current share price is 27,100 won, resulting in an average loss rate of approximately 27.76%.
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