Baek Jong-won, known for his culinary expertise and charismatic presence on television, has become embroiled in a string of legal and ethical controversies involving his company, The Born Korea. Allegations have surfaced regarding overpriced gift sets, violations of agricultural land laws, false labeling of product origins, breaches 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 issued two public statements so far—and he has also faced police questioning over violations of the Food Labeling and Advertising Act. These issues have cast a shadow over his broadcasting career as well. His MBC show “Chef of the Antarctic” has remained off-air since its postponement in April, officially due to election season programming. Although another show, “Black and White Chef: 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 wholesome, health-conscious image, has faced public backlash after secretly marrying and turning the secrecy into content. While he initially earned congratulations for what seemed a private decision, his choice to hide all details—reportedly informing even friends just before the wedding—sparked criticism when he began referencing the event on his YouTube channel and variety shows.
The situation worsened when viewers spotted the silhouette of a woman presumed to be his wife in a video reflection, leading to its swift deletion. Although Kim addressed the issue indirectly by saying, “Sometimes in life, things go terribly wrong or feel unfair,” the disconnect between his claims of privacy and his apparent use of the marriage for views has left many feeling misled. Public sentiment has shifted quickly, with Kim now viewed more critically than ever before.
Both Baek and Kim, once considered near untouchable in terms of popularity, are now grappling with public disillusionment. Their recent controversies reflect how rapidly public trust can erode—and how quickly the tide can turn in the world of Korean celebrity culture.
Sources: Daum
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