Why Celebrity Chef Paik Jong Won Is Stopping His TV Appearances

Paik Jong Won has long been a fixture on Korean television, known for his unfiltered culinary wisdom and business acumen. His role as a judge on Netflix’s Culinary Class Wars helped introduce him to a wider international audience, thanks to the show’s global reach and intense fan following. But after a flurry of controversies involving his food franchise empire, the celebrity chef is stepping away from all television activities to focus on rebuilding his company.

In a YouTube video addressed to the public, the Korean restaurateur announced that he would halt all new television appearances, stating, “From now on, I will dedicate all my passion and energy solely to the growth of TheBorn Korea—not as a TV personality but as an entrepreneur.” The announcement follows mounting scrutiny over various allegations tied to TheBorn Korea, the food franchise company he leads.

According to The Korea Times, issues include misreported ingredient information, subpar product quality, violations of food safety regulations, and complaints of inflated promotional fees related to regional food festivals. More concerns have also surfaced, such as a sexual harassment allegation involving a company official and accusations that Paik Jong Won abused his status in the entertainment industry.

Despite the backlash, Paik Jong Won appears focused on turning things around. The chef-turned-CEO has pledged to concentrate on internal reforms and international expansion. He also introduced a 5 billion Korean won (approximately P198 million) support package for his 3,200 franchisees, covering royalty waivers, enhanced marketing support, and discounted ingredients. “2025 will be the year of the company’s rebirth,” he declared.

As for his television future, Paik Jong Won made it clear that he’ll only complete programs already in production. This raises questions about whether he’ll return to roles like his judging spot on Culinary Class Wars, which is slated for a second season later this year. According to Netflix, the show will return in the latter half of 2025.

Beyond the screen, Paik Jong Won is a culinary entrepreneur with a wide-ranging portfolio. Through Theborn Korea, he manages 22 franchise brands, including Paik’s Coffee, which has a presence in the Philippines. Known for democratizing Korean dining with accessible concepts, he built a reputation that straddles both pop culture and business.

According to Yonhap News Agency and The Korea Times, Paik Jong Won has issued multiple public apologies and is now actively reviewing internal processes to raise quality standards across all brands. “From now on, I’ll concentrate on growing the company, recovering its public trust, and expanding its markets to global stages,” he said.