Celebrity chef and entrepreneur Baek Jong Won, who heads the food franchise empire 'The Born Korea', has come under formal investigation for allegedly violating customs law—sparking major controversy.
According to a recent report, the Special Judicial Police Division of the Seoul Customs Office has officially opened a case against Baek concerning alleged irregularities in the importation of cooking equipment.
The equipment in question was imported from Türkiye. In a promotional video for the 'Yesan Beer Festival in August 2023', Baek himself stated,
“If the devices still have electric motors or components, the customs process becomes complicated, so I asked them to remove those parts.”
This remark raised red flags, as it could be interpreted as an attempt to circumvent customs procedures. Investigators are expected to focus on whether the equipment was reassembled domestically and whether the act was intentional.
Baek and The Born Korea are currently under police investigation for multiple other allegations, including violations of origin labeling, the Food Labeling and Advertising Act, the Livestock Product Sanitation Control Act, and the Farmland Act.
Notably, the Baekseok Plant in Yesan, Chungcheongnam-do, which had been reported for violating the Farmland Act, was officially closed on June 30. This has sparked suspicions of possible evidence destruction. In response, The Born Korea stated,
“The closure was for quality control purposes, and we will fully cooperate with the Farmland Act investigation.”
Baek Jong Won, once celebrated for his commitment to ethics and transparent business practices, now faces a serious reputational crisis. In May, he posted an apology video on YouTube, announced structural reforms within The Born Korea, and said he would pause all broadcast activities. Nevertheless, the controversies have continued to surface.
Once known as a “kind businessman” and “successful chef,” Baek’s public trust is now being severely tested. The outcome of the investigation could have a major impact on his brand image, franchise operations, and future broadcasting career.
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