Promoting Restaurant Menus in Antarctica? Paek Jongwon Responds to 'Chicken Nanban' Controversy

"No Plans to Launch the Menu... Please Refrain from Speculation"
Controversy Over Similarity to Theborn Korea's "PPL Restaurant" Menu

Paek Jongmin, CEO of Theborn Korea. The Asia Business Daily DB

Paek Jongwon, CEO of Theborn Korea, has returned to television through the MBC variety show "Chef of Antarctica." However, there have been claims that the dishes he presented to the crew at the King Sejong Station in Antarctica closely resemble menu items from brands operated by Theborn Korea. In response to suspicions that the broadcast served as indirect promotion for his own restaurant menus, Theborn Korea stated that such allegations are "excessive speculation" and sought to clarify the matter.

According to industry sources, Paek Jongwon recently showcased dishes he prepared for the crew at King Sejong Station on "Chef of Antarctica." One of the featured dishes was "chicken nanban," a popular Japanese fried chicken dish, which Paek cooked on site and served to the crew, as shown in the broadcast footage.

However, some have pointed out that the plating and composition of the chicken nanban closely resemble the fried chicken set meal previously sold at "PPL Restaurant," a brand operated by Theborn Korea. This has led to speculation that the broadcast was intended to generate indirect promotional effects. PPL Restaurant, which Paek Jongwon opened last year, operates on a concept where the menu changes depending on which ingredients are requested for advertisement.

Paek Jongwon's chicken nanban (left) presented on Chef in Antarctica and the fried chicken set meal sold at the PPL restaurant. Screenshot from YouTube's Extreme Romance MBC

As a result, a complaint was reportedly filed with the Korea Communications Standards Commission (KCSC), alleging that inappropriate advertising was aired. The KCSC, which received the complaint, will monitor the broadcast and review whether "Chef of Antarctica" violated broadcasting regulations. If a clear violation is found, the matter will be brought before the Broadcasting Deliberation Subcommittee.

Theborn Korea, however, denied the allegations, calling them groundless. A representative from Theborn Korea told Hankyung.com, "It is excessive speculation to associate the dishes featured on the show with our brand menus," adding, "There are no plans to officially launch the menu in question." The representative also noted, "Theborn Korea operates more than 20 brands. Regardless of the ingredients used, there is always a possibility that the dish may overlap with those offered by our brands."