Baek Jong-won, representing Theborn Korea, is drawing attention as he and his wife, So Yoo-jin, deliver donations for wildfire victims after repeatedly apologizing for ongoing controversies.
Previously, Baek Jong-won posted an apology on the 13th through Theborn Korea's website, stating, "I sincerely apologize for causing concern to many people due to various issues related to Theborn Korea, which I represent, and I feel a deep sense of responsibility."
Recently, the controversy arose over origin labeling issues, as well as the controversy surrounding Baekham and the use of inappropriate pesticides in food. Baek promised, "I will not spare practical support for the store owners who are watching the current situation with concern for the sake of coexistence. I will quickly implement support measures that the store owners can feel in this difficult dining environment."
As he did so, Baek Jong-won stated, "Lastly, I will humbly accept all the comments you give me and will immediately improve any wrongdoings. I will strive to make Theborn Korea a brand that consumers can trust and seek, a corporation that grows with the local community, and one that franchise owners can take pride in. Please keep an eye on us," and added, "Once again, I sincerely apologize."
Having repeatedly conveyed his apology regarding various controversies, Baek Jong-won also donated to support wildfire victims separately from the controversies. Earlier, Baek Jong-won, representing Theborn Korea, joined the Honor Society, a high-value donor group of the Community Chest of Korea, as its 2,409th member in September 2020 and participated in this special fundraising, becoming the first Honor Society Gold member of 2025 (with cumulative donations of 500 million won).
On the 27th, it was revealed by the Community Chest of Korea (Chairman Kim Byung-jun) that Baek Jong-won, representing Theborn Korea, donated 100 million won on the 26th to support wildfire victims in the Yeongnam region. He stated, "I hope this small help will be beneficial for the disaster victims who have lost their precious homes due to the wildfire" and expressed his hope that "all those dedicated on-site, including firefighters, will remain safe."
In addition, his wife So Yoo-jin has been active as a public relations ambassador for the Korean Red Cross since June 2019, consistently making donations for vulnerable groups, including preventing the spread of COVID-19 and supporting recovery from wildfires in Gangwon Province. So Yoo-jin also revealed that she donated 30 million won to support large wildfire damage in various areas, including Sangcheon in Gyeongnam, Uiseong in Gyeongbuk, and Ulju in Ulsan.
So Yoo-jin expressed, "I hope this will be a small help for the disaster victims who have had to leave their homes due to the wildfire," and conveyed her wishes for "the health and safety of those working at the forefront of firefighting and disaster relief," continuing to exert a positive influence.
Meanwhile, the wildfires that have been occurring since the 21st in regions such as Sangcheon in Gyeongnam and Uiseong in Gyeongbuk have surpassed the damage scale of the 2000 Donghae coastal wildfires, which were recorded as the worst in history. As of now, there have been 26 fatalities and more than 36,000 displaced persons, prompting the Community Chest of Korea to conduct a special fundraising campaign for wildfire damage support until April 30.
[OSEN]