Baek Jong-won, known for his culinary expertise and charismatic presence on television, has become embroiled in a series of legal and ethical disputes involving his company, The Born Korea. Allegations have emerged regarding overpriced gift sets, violations of farmland laws, false labels on the origin of products, violations of food hygiene regulations and even a blacklist of employees.
The public’s perception of Baek has taken a sharp turn, despite his attempts to apologize – he has made two public statements so far – and he has also faced police questioning for violations of the Food Labeling and Advertising Act. These problems also cast a shadow on his television career. His show on MBC “Chef of Antarctica” has been off the air since its postponement in April, officially due to election season scheduling. Even if another show, “Chefs in Black and White: Culinary Class Wars Season 2,” is scheduled for release in December, viewers have expressed reluctance, wary of the controversies surrounding its host.
Meanwhile, Kim Jong-kook, long celebrated for his healthy and health-conscious image, faced public backlash after secretly marrying and turning secrecy into content. While he initially earned congratulations for what seemed like a private decision, his choice to withhold all the details—reportedly even informing friends shortly before the wedding—sparked criticism when he began referring to the event on his YouTube channel and on variety shows.
The situation worsened when viewers noticed the silhouette of a woman purported to be his wife in a reflected video, leading to its swift deletion. Although Kim addressed the issue indirectly by saying: “Sometimes in life, things go terribly wrong or seem unfair,” the disconnect between his claims of privacy and his apparent use of marriage for personal gain has left many misled. Public sentiment has changed rapidly, with Kim now viewed more critically than ever.
Both Baek and Kim, once considered nearly untouchable in terms of popularity, are now grappling with public disillusionment. Their recent controversies reflect how quickly public trust can erode and how quickly the tide can change in the world of Korean celebrity culture.
Sources: Daum
