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Photo = Yonhap news |
[Alpha Biz= Paul Lee] Seoul, May 31 — Just three weeks after announcing a halt to all broadcasting activities, Baek Jong-won, CEO of The Born Korea, has drawn attention as a new video was uploaded to his official YouTube channel on May 30.
The video, posted on the channel “Baek Jong-won,” features franchise owners from The Born Korea’s restaurant brands — including Yeondon Ball Katsu, Maki Oreum, Yeokjeon Udon, Rolling Pasta, Hong Kong Banjeom, and Saemaeul Sikdang — promoting their respective stores.
Each business owner appears on camera to introduce their shop and express support for the brand, in what appears to be a collective effort to recover from recent reputational damage and boost sales following a series of controversies surrounding the company.
Notably, the video was uploaded with comments disabled and a clear warning stating that any malicious reuse, defamation, or speculation regarding the featured business owners may be considered a violation of portrait and copyright laws, signaling a strong stance against online abuse.
Baek had earlier announced a full suspension of his media appearances, stating that he would focus solely on corporate management. In a video titled “Starting Again from the Beginning” released on May 6, Baek bowed in apology and said, “I will no longer act as a TV personality, but instead dedicate all my passion and energy as 'Baek Jong-won the entrepreneur' toward the growth of The Born Korea and the success of our franchise partners.”
The video marks the first new content since that statement, hinting at a strategic pivot from personal branding to brand recovery and franchise support through digital platforms.
Alphabiz Reporter Paul Lee(hoondork1977@alphabiz.co.kr)
