Baek Jong-won, CEO of Theborn Korea and a longtime staple of Korean variety shows, has officially declared a broadcasting suspension to focus on internal reform efforts—but public reaction has been far from unanimously supportive. While the Baek Jong-won broadcasting suspension is positioned as a move toward transparency and accountability, his continued presence in several high-profile productions has sparked backlash.

In a candid YouTube statement posted on May 6, Baek addressed the controversies surrounding Theborn Korea and offered a public apology.

“I’ve taken time to reflect deeply. I’m now ready to realign the organization and tackle the core issues within the company,” he said.

Emphasizing full responsibility, Baek vowed to overhaul the company’s culture from the inside out, stating he would approach reform “as if shaving my bones.” A key part of this commitment, he claimed, would be stepping back from his broadcasting roles.

However, this vow came with notable exceptions.

Shows Exempt From the Suspension

Despite the announcement, Baek will continue appearing in three major entertainment programs:

• MBC’s “The Chef of Antarctica”: Filming is complete, but the show’s premiere was postponed due to national events. A new date is pending.
• tvN’s “The Genius Paik’s Sand Beach”: Baek was seen filming in France as recently as April 27, drawing attention given the ongoing controversies. tvN explained the overseas shoot was difficult to cancel.
• Netflix’s “Black and White Chef 2”: Production has wrapped, and while it was slated for an October release, Netflix has yet to confirm a final date.

These exceptions raise doubts about the sincerity of Baek’s broadcasting break. Critics argue that the selective nature of the Baek Jong-won broadcasting suspension undermines his message and makes the announcement feel more like strategic PR than genuine reflection.

Strained Trust and Financial Fallout

Baek’s TV legacy spans hit shows like Mr. Baek, My Little Television, Alley Restaurant, and The Three Kings of Paik Jong-won. His on-screen charisma played a pivotal role in boosting his restaurant franchises, which in turn fed his growing celebrity image. That tight intertwining of public persona and business success is now under scrutiny.

The controversy has also impacted Theborn Korea’s financial standing. For three consecutive trading days, the company’s stock has declined. On May 7, shares dropped 2.78% to 26,200 KRW—down nearly 23% from a peak of 34,000 KRW, according to the Korea Exchange.

The Road Ahead

It remains unclear whether this move signals a temporary retreat or a more lasting break from the entertainment spotlight. What is certain is that Baek Jong-won faces a pivotal moment. His dual identities—as media personality and business mogul—are now clashing in full view of the public. To recover trust, he may need more than just selective silence—he’ll need demonstrable, sustained change.