Baek Jong-won Resumes YouTube After 3 Weeks of 'Baek Ham' Controversy... Topic Is 'Bibim Sujebi'

Baek Jong-won, CEO of The Born Korea, uploaded a recipe video on his YouTube channel three weeks after the Paek Ham controversy. On the 19th, a video showing how to make 'Bibim Sujebi' was posted on Baek's YouTube channel. As of 8 a.m. on the 20th, the video had received about 1,700 comments. Previously, The Born Korea, led by Baek, sold its canned ham brand 'Paek Ham' gift sets at a 45% discount for 28,500 KRW during the Lunar New Year holiday. The regular price was 51,900 KRW, which is more expensive than the industry leader CJ CheilJedang's 'Spam.' Subsequently, sharp opinions arose, questioning whether the discount rate was artificially increased by inflating the original price.

Baek Jong-won, CEO of The Born Korea, is giving a corporate presentation at The Born Korea IPO briefing held at Conrad Hotel in Yeongdeungpo-gu, Seoul, around October last year. Photo by Kang Jin-hyung

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Although Baek personally explained the situation, it was insufficient to quell the negative reactions. Eventually, The Born Korea stopped selling 'Paek Ham' on its official online mall. In this context, as the 'Bibim Sujebi' recipe video was uploaded, netizens left their opinions in the comments on Baek’s YouTube channel. Besides the Paek Ham controversy, Baek was also criticized last May after uploading a video on YouTube showing the preparation of the Chinese dish 'Jijja' at The Born Food Industry Development Center in Yesan-gun, where a high-pressure gas cylinder was spotted inside the kitchen cabinet, leading to accusations that Baek violated the Liquefied Petroleum Gas Act.

Article 69 of the Enforcement Rules of the Liquefied Petroleum Gas Act stipulates that LPG cylinders must be placed outdoors in well-ventilated areas. Ultimately, earlier this month, a complaint was filed through the National Sinmungo alleging Baek’s violation of the Liquefied Petroleum Gas Act, and Yesan-gun recently conducted an on-site inspection of The Born Food Industry Development Center. When the county officials visited the facility, the LPG cylinder had already been removed. However, considering the video posted on the YouTube channel and The Born Korea’s acknowledgment of shortcomings along with their apology, administrative measures were reportedly taken.

As Baek has been embroiled in multiple controversies, The Born Korea’s stock price has been on a downward trend. In November last year, just before its IPO, The Born Korea’s general subscription competition rate exceeded 770 to 1, and on the day of listing, the stock price soared to 64,500 KRW, far surpassing the offering price of 34,000 KRW. However, by February this year, it had fallen to the 20,000 KRW range.

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