Chef and CEO of The Born Korea, Baek Jong-won, returns to viewers through 'Baek's World 3: Challenge as a World Rice Merchant.' As this is the first main program bearing his name after various controversies, attention is focused on whether this broadcast will be a turning point to regain the shaken public sentiment.
The tvN show 'Baek's World 3: Challenge as a World Rice Merchant,' which premieres on the 10th, is a reality entertainment program that challenges from startup to operation in a land lacking Korean cuisine. Originally titled 'Business Genius Baek's World,' it received great love up to season 2, but the program name has been completely changed from this season. tvN explained that this change reflects their intention to focus on the essence of the program, which is 'challenge' and 'spreading Korean cuisine,' considering the recent circumstances.
The broadcaster has chosen a 'quiet start.' Unlike previous seasons that began with flashy promotions, this time there is a mood of restraint in large-scale marketing. This is interpreted as a response to the series of issues surrounding Baek Jong-won. Previously, Baek Jong-won declared a halt to his activities amid controversies regarding origin labeling and pricing related to The Born Korea. However, recently, he has received a series of 'no charges' dispositions from investigative agencies regarding major allegations such as customs law violations and origin labeling, significantly alleviating his legal risks.
The industry sees this broadcast as a decisive opportunity for Baek Jong-won to recover his 'trust.' While the previously released 'Chef of Antarctica' and 'Black and White Chef 2' served as assistants or judges, 'Baek's World 3' centers on his business philosophy. It remains to be seen whether Baek Jong-won, free from legal shackles, can once again persuade the public with his unique sincerity and skills.
Meanwhile, The Born Korea maintains its stance of focusing on management activities separate from the broadcast return. A company representative stated, "We are concentrating on the core business of solidifying domestic operations for the coexistence of franchise owners and expanding overseas," warning against over-interpretation. Baek Jong-won's 'Baek's World 3,' which returns after overcoming a crisis, can be seen on tvN at 10 PM on the 10th.
