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Photo = Yonhap news |
[Alpha Biz= Paul Lee] Seoul, May 7, 2025 — Renowned chef and entrepreneur Paik Jong-won, CEO of The Born Korea, is under police investigation following allegations of false advertising and product mislabeling involving several of the company’s food products.
According to the Gangnam Police Station, Paik and his company have been booked for violating South Korea’s Act on Labeling and Advertising of Foods, etc. The case stems from claims that The Born Korea falsely advertised imported ingredients as domestic and misrepresented industrial-grade cookware as food-safe.
One of the key allegations involves a ready-to-eat meal product called Deopjuk, which reportedly contains Vietnamese shrimp, despite advertising suggesting the use of “Korean” and “wild-caught” ingredients. The Gangnam District Office issued a correction order after receiving complaints and subsequently filed a report with police.
Another allegation concerns Chewy Sweet Potato Bread, a product sold by The Born Korea’s coffee chain brand Paik’s Coffee. The company allegedly advertised the item with slogans like “Korean agricultural products, our Paik’s Coffee,” while other promotional materials acknowledged the inclusion of Chinese sweet potatoes. A complaint was filed with police in March regarding inconsistencies in the product’s labeling.
Separately, the Seocho Police Station is investigating Paik and The Born Korea for allegedly misleading consumers by marketing industrial-grade metal cookware as food-grade. The case is expected to be transferred to the Gangnam Police Station, which has jurisdiction over The Born Korea’s headquarters.
These incidents are part of a broader series of controversies that have surrounded Paik and his company since its listing on the KOSPI in November 2024. These include issues over product quality in the “Paik Ham” line, a reported employee blacklist at Saemaul Sikdang, and alleged food safety violations at a local festival involving pesticide sprayers.
In response, Paik issued a third public apology via YouTube on May 6, announcing his decision to suspend all broadcast activities. “All responsibility lies with me,” he stated. “Going forward, I will step back from the entertainment industry and devote myself fully to The Born Korea’s growth as a businessman.”
He also declared 2025 as a “new founding year” for the company. However, Paik confirmed that he will complete his involvement in already-filmed content, including Season 2 of Paik’s Spirit: Black & White Chef on Netflix. Netflix has not yet issued an official comment regarding his participation.
Alphabiz Reporter Paul Lee(hoondork1977@alphabiz.co.kr)
