Renowned South Korean celebrity chef and restaurateur Baek Jong-won has announced his retirement from all television appearances, marking the end of an era for the culinary icon. In a YouTube video titled Paik Jong Won Will No Longer Appear on TV, uploaded to his official channel, Baek shared his decision to step away from the small screen to focus on improving his food franchise business, TheBorn Korea. The announcement comes amid ongoing controversies surrounding his company and reflects his commitment to addressing operational challenges. Baek, a beloved figure known for his role as a judge on Netflix’s Culinary Class Wars and appearances on shows like Paik’s Spirit and Street Food Fighter, cited the need to prioritize his business as the primary reason for his departure.
Baek Jong-won has been a fixture in South Korean media, gaining fame through his charismatic presence and culinary expertise. His television journey includes hosting and judging on popular programs such as Alley Restaurant, where he revitalized struggling eateries, and The Genius Paik, showcasing his innovative approach to food. His role as a judge on Culinary Class Wars in 2024 further solidified his status, as he evaluated chefs competing for culinary supremacy. Baek’s ability to connect with audiences through his down-to-earth demeanor and passion for Korean cuisine made him a household name. However, recent challenges in his business ventures have prompted a shift in priorities, as detailed in his YouTube video Paik Jong Won Will No Longer Appear on TV.
The decision to retire from television follows a series of controversies involving TheBorn Korea, Baek’s food and beverage company. Earlier this year, Baek faced legal scrutiny after being indicted for violating South Korea’s Country of Origin Labeling Act. Two products under his brand—Baekseok Doenjang (fermented soybean paste) and Hanshin Pocha’s stir-fried octopus—were found to contain imported ingredients not properly disclosed, sparking public criticism. Additionally, safety regulation violations at some of his franchise locations have drawn attention, with Baek issuing public apologies and pledging to overhaul quality control measures.
In a statement addressing these issues, Baek expressed regret, saying, “I sincerely apologize to the customers who have loved our franchises and to the franchisees who have trusted and followed TheBorn Korea.” He further elaborated on his decision to step back from television, stating, “I have decided to suspend all broadcast activities that I have been doing so far and focus on my role as a businessman to dedicate myself to franchisees and customers.”
At a shareholders’ meeting on March 28, 2025, Baek outlined plans to address the controversies, including a thorough review of food quality and equipment usage across his franchises. Last week, he announced a 5 billion won (approximately US$3.6 million) emergency support package for struggling franchisees, which includes waiving royalties for three months to ease financial burdens. In his YouTube video, Baek emphasized his commitment to rebuilding trust, reinforcing his focus on ensuring the satisfaction of customers and franchisees.
Culinary Class Wars Season 2: What Lies Ahead?
Baek’s retirement raises questions about the future of Culinary Class Wars, the Netflix reality show that gained global traction in 2024. The first season, judged by Baek alongside Korea’s only three-Michelin-star chef, Ahn Sung-jae, pitted 100 chefs in a high-stakes culinary showdown, earning praise for its intensity and authenticity. While Netflix has not officially confirmed a second season, the show’s success has fueled speculation about its return. Baek’s absence as a judge could alter the dynamic, given his reputation for insightful critiques and relatability. Industry insiders suggest producers may seek another prominent chef to fill his role, potentially someone with a similar blend of media savvy and culinary expertise. Fans of the show have taken to social media, expressing disappointment over Baek’s exit but optimism about the series’ continuation.
Baek Jong-won's Legacy Beyond Television
Baek Jong-won’s impact extends far beyond television. As the CEO of TheBorn Korea, he has built a culinary empire with brands like Hanshin Pocha and Paik’s Noodle, popularizing Korean cuisine globally. His collaboration with BTS member Jin on the traditional liquor brand IGIN, launched in December 2024, showcased his entrepreneurial versatility, with the product selling out rapidly and generating significant buzz. Despite stepping back from TV, Baek’s influence in the food industry remains undeniable, and his focus on franchise improvements signals a commitment to rebuilding trust.
As Baek bids farewell to television, fans and industry observers alike reflect on his contributions to South Korea’s culinary landscape. His departure marks a significant shift, but his legacy as a chef, entrepreneur, and media personality will continue to resonate.
Source: PAIK JONG WON YouTube channel / Maeil In Business Newspaper
