Actress So Yoo Jin visited Yesan Traditional Market, drawing attention as collaboration with The Born Korea continues despite recent controversy.
On March 30th, So Yoo Jin shared an update on social media, posting “Yesan Traditional Market” along with food-related emojis. The photos showed her enjoying the market, accompanied by her two daughters.
She also showcased a table filled with generous dishes, highlighting the rich variety of food at Yesan Market, which has become a nationwide attraction thanks to her husband, Baek Jong Won. The market is known for its gukbap street, local specialties, street food, and unique snacks.
Baek Jong Won previously faced multiple controversies following a pricing issue surrounding “Paik Ham,” a product from The Born Korea that he promoted on his personal channel in January last year. Various allegations were raised, including concerns over product content, commercialization of broadcasting, abuse of power in media, poor franchise management, and attempts to privatize Yesan Market.
In response, Yesan County stated, “We will take a more cautious approach to our public-private partnership in light of the recent controversy surrounding CEO Baek Jong Won and The Born Korea.” However, they clarified, “Reports claiming that we are ending or unilaterally distancing ourselves from The Born Korea are not true. While any illegal matters will be addressed according to law and principles, future cooperation will be carefully considered based on brand value and investment conditions.”
It has also been reported that Yesan County and Baek Jong Won’s "The Born Culinary Industry Development Institute" have continued their collaboration, recently offering cooking and barista training programs during the winter break.
Meanwhile, So Yoo Jin married businessman Baek Jong Won in 2013, and the couple has one son and two daughters.
Baek Jong Won has recently returned to broadcasting through programs such as "Chef of Antarctica", "Culinary Class Wars Season 2", and "The Baek Jong Won Challenge 3".
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