Additional Measures Following 30 Billion Won Emergency Support
Franchise Owners Take Center Stage on YouTube
Baek Jongwon, CEO of Theborn Korea, announced plans to launch a "Win-Win Committee" with franchise owners and to contribute his personal funds in order to overcome the crisis surrounding the company.
Baek Jongwon, CEO of Theborn Korea, attending the preparation meeting of the Win-Win Committee. Theborn Korea
According to industry sources on June 2, Theborn Korea is set to accelerate the launch of the Win-Win Committee to strengthen cooperative relationships with franchise owners and to establish a practical communication channel. It has been reported that Baek will use his personal funds to cover the operating costs of the committee, with the exact amount to be disclosed within this week. In connection with the committee's launch, Theborn Korea has officially commissioned Law Firm Deoksu, which has long represented the rights of small business owners, to provide design and operational consulting. Over the past five years, Law Firm Deoksu has been commissioned by the Small Enterprise and Market Service to provide legal consulting and debt adjustment services for small business owners, handling a wide range of legal issues faced by small entrepreneurs.
The Win-Win Committee will include all members of the franchise owners' association, relevant headquarters staff, and external experts, who will regularly gather on-site feedback and discuss practical policy directions, thereby establishing a communication channel. At the first preparatory meeting for the launch of the committee, held on May 29, Baek Jongwon, franchise owners, headquarters staff, and attorney Koo Jungmo from Law Firm Deoksu participated. They collected opinions on the composition and operational direction of the committee.
Since the beginning of this year, Baek has faced a series of controversies, starting with the "Baekhaem" issue, as well as violations of the Country of Origin Labeling Act, violations of the Farmland Act, and insufficient ingredient content. In response, he has repeatedly issued apologies on Theborn Korea's official website, YouTube channel, and at the general shareholders' meeting. Nevertheless, as franchise sales continued to decline, Baek has implemented various headquarters support promotion policies through an emergency support package worth 30 billion won. There is growing expectation that the addition of the Win-Win Committee model will further enhance the stability of the franchise business. Theborn Korea stated, "This is part of our commitment to not leave a single franchise owner behind."
Franchise owner promotional video uploaded on Baek Jongwon's YouTube. Screenshot from YouTube channel 'Baek Jongwon'
Previously, on May 6, Baek announced that he would suspend all broadcasting activities to focus on management. The company's promotional strategy has also changed. Whereas Baek had previously taken the lead in promoting the brand, recently, franchise owners have been put at the forefront. Since May 30, eight short videos featuring franchise owners instead of Baek have been uploaded. In each video, franchise owners introduce their own stores, including Saemaeul Sikdang, Hongkong Banjeom, Rolling Pasta, Yeokjeon Udon, and Yeondon Bolkatsu.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
