"Honestly, our franchise sales like ours only survive if the show airs." Paik Jong-won, CEO of Theborn Korea, finished pre-recording for MBC's new show "The Chef of the Antarctic," which will be released on the 17th. Ahead of that, civic groups held an anti-broadcast rally in front of the MBC building, but instead Theborn Korea franchise owners raised voices welcoming the broadcast.
On the afternoon of the 11th, in front of the MBC building in Sangam-dong, Mapo-gu, Seoul, Yeondon's Pork Cutlet Franchise Owners Council, the Korea Franchise Transaction Association, the National Franchise Owners Council, and People's Solidarity for Participatory Democracy held a press conference opposing the MBC new program "The Chef of the Antarctic." "The Chef of the Antarctic" is widely known as a program featuring Paik Jong-won, CEO of Theborn Korea. With a series of controversies surrounding Theborn Korea unresolved, they opposed the broadcast, saying that if Paik Jong-won appears on the program, MBC would be granting him a form of absolution.
"The Chef of the Antarctic" is a program that depicts serving a warm meal to overwintering members who are isolated in the harsh Antarctic environment out of a sense of duty. In November last year, the production team, in addition to Paik Jong-won, had actor Im Soo-hyang, Suho (Kim Jun-myeon), leader of the idol group EXO who is also active as an actor, and actor Chae Jong-hyeop appearing together, and they finished filming early and only the first broadcast remained.
Then in March, controversies surrounding Theborn Korea erupted. Theborn Korea was accused in six cases, including using industrial windmill grills and uncertified press plates at a local festival, putting drinks into pesticide spray tanks and spraying them, shipping ham at room temperature, violating the natural product labeling for the Deopjuk product, and false origin labeling for Paik's Coffee. Among these, "The Chef of the Antarctic" is attracting concentrated attention as Paik Jong-won's first appearance to be released after the controversies.
However, following the investigation, the Seoul Gangnam Police Station concluded there was no criminal suspicion regarding the use of industrial metal products, use of pesticide spray tanks, and room-temperature shipping, and decided not to indict. But for violations of natural product labeling and false origin labeling, Theborn Korea and two working-level staff were sent to the prosecution. In response, Yeondon's Pork Cutlet Franchise Owners Council, the National Franchise Owners Council (abbreviated NFCO), People's Solidarity for Participatory Democracy and others who held the opposing rally emphasized that controversies surrounding Theborn Korea have still not been resolved.
They especially pointed out that with Paik Jong-won having skipped a parliamentary audit citing an overseas business trip, it is unreasonable for him to appear on broadcast and that it would further entrench Theborn Korea's structural problem of "broadcast-driven growth." They urged MBC to withdraw its decision to air "The Chef of the Antarctic" or to postpone the broadcast until the issues are resolved. They also demanded that if the broadcast must proceed, Paik Jong-won's appearance scenes be deleted.
However, at the same time, there were also voices opposing the rally itself. They were members of Theborn Korea franchise owners council and merchants from Yesan market. They said they visited after learning about the NFCO's rally the day before and questioned the group's representativeness, asking, "Who represents whom?"
After the rally, Lee In-young, who met reporters, said he is the chairman of the Hongkong Banjeom council as part of the coexistence committee of Theborn Korea and some 3,000 franchise owners. He emphasized, "Yeondon's pork cutlet owners also attend the coexistence committee that meets about once a month, but only five Yeondon pork cutlet owners out of some 3,000 coexistence committee members attended that rally. Many people don't even know the NFCO. I've been running Hongkong Banjeom for 16 years and operate many other brands. So why did I only learn about the NFCO this time?"
Especially, Mr. Mo Ki-beom, who said he runs Hongkong Banjeom in Munsan, Paju, said, "Honestly, for my shop to do well I would like Paik Jong-won to appear more on broadcasts." He added, "We are in a special commercial area. The surroundings of the shop are just rural backcountry. Then suddenly Taiwanese tourists came in droves to eat. At that time our store's business was really good. It turned out that 'Culinary Class Wars' became very popular in Taiwan, and travel agencies arranged package tours that came to Paju to see Imjingak, had meals at the Hongkong Banjeom made by Paik Jong-won, shopped at outlets, and returned. But this isn't new filming; it's showing something already filmed—are they trying to block the release?"
Lee In-young said, "On average the franchise owners meet about once a month at Theborn Korea coexistence committee. Some 3,000 franchise owners attend, but last month and this month Paik Jong-won couldn't attend because he was on an overseas business trip; however, in September before that the coexistence committee met twice. Franchise owners gathered in the coexistence committee are actually afraid of the damage from this NFCO rally. If such things harm the image of Paik Jong-won or Theborn Korea, sales decline. Conversely, if he appears on broadcasts, there are many benefits, so it's frustrating that we should represent what the majority of franchise owners want."
Owners participating in the coexistence committee attending together emphasized, "They say there is no problem resolution, but that's not true. They are providing what is immediately needed. Support for rent cards and a 30 billion won discount event were also significant. They asked about and resolved the most needed field issues like royalty reduction and delivery sales commission support. This didn't exist before, but now Paik Jong-won sits with us, listens to us and provides support."
In addition, merchants belonging to the Yesan market merchants' association emphasized Theborn Korea's support for local revitalization. Son Woo-seong, who said he opened Yesan market's Shinyang fried food through his connection with ENA's variety show Paik's Les Misérables, said, "I work hard selling at Yesan market, and Theborn Korea also supports us. Yesan itself wasn't known as a festival or market, so being known through Paik Jong-won has been significant. Even now many people visit on weekends. But I came because it's regrettable that only scenes of the empty landscape before opening on weekdays are known."
Lee Kang-min, who said he runs Gwangsi castella at Yesan market, said, "They say Paik Jong-won's external activities make broadcast-driven growth counted as an intangible asset of Theborn Korea, and that's true. When Paik Jong-won was very active, many customers did come. They say he returned after six months, but I heard they will release something already filmed, and aren't there entertainers who committed other crimes or caused controversy who returned faster? Then wouldn't it be better for Paik Jong-won to appear on broadcasts for merchants like us? I hope Paik Jong-won comes again to meet merchants and see customers come."
Son Woo-seong continued, "People say Theborn Korea must solve the problem because franchise owners are harmed, but if the brand was launched largely because of Paik Jong-won's fame, then shouldn't Paik Jong-won fight more energetically by appearing on broadcasts? Saying broadcasting has a big influence on Theborn Korea's sales but asking him not to appear and only to change is just contradictory."
They were eagerly awaiting Paik Jong-won's broadcasts. Although he has suspended broadcast activities and will not have new programs, they judged that previously filmed shows would greatly help store operations. In fact, Paik Jong-won had filmed not only "The Chef of the Antarctic" but also the Netflix original variety "Culinary Class Wars: Cooking Class War season 2" (abbreviated Culinary Class Wars 2) and tvN's new variety "The Genius Paik season 3" (abbreviated The Genius Paik 3). They said that although he would not do new filming or program-related activities after the controversy, he intended to keep his promises to the production teams.
Of course, critical views still exist regarding the cases sent to the prosecution involving Theborn Korea. Calls for Paik Jong-won to take responsible management continue. In response, Theborn Korea said, "Paik Jong-won already said in May that he would finish ongoing broadcast programs and then devote himself to company management and coexistence, and he is carrying that out. He has been cooperating sincerely with investigations this year, and if we determine there are shortcomings, we will promptly and sincerely improve them. Until now, we have responded conservatively out of concern for harm to many franchise owners, but because damage from distorted claims is growing, we will be more proactive in expressing our position going forward."
[Photo] OSEN DB, provided by Theborn Korea Inc.
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