TheBorn Korea, led by celebrity chef Baek Jong Won, has closed multiple franchise brands, with some now having zero operating locations nationwide.
According to industry reports, three of TheBorn Korea’s franchise brands—Gosok Udon, Quickban, and Baekcheolpan 0410—currently have no stores left in South Korea. Another brand, Nakwon Gopchang, is down to just one directly operated store. Other brands like Go to Wok and Seongseong Sikdang are barely surviving, with fewer than one location each and no directly operated stores.
Directly operated stores are crucial for franchise businesses as they help maintain brand standards, train staff, and test new products. However, TheBorn Korea is struggling to keep even these key stores open. Recent legal issues and declining trust in Baek Jong Won have worsened the situation, leading to franchisees leaving even the company’s major brands.
TheBorn Korea operates 25 brands in total, but more than half (16 brands) saw a drop in store numbers last year. Only a few key brands, such as Paik’s Coffee, Hong Kong Banjeom, and Yeokjeon Udon, are still growing.
An industry insider explained:
“TheBorn Korea has long been criticized for managing too many brands, but it survived because of Baek Jong Won’s reputation. Now, with owner-related risks damaging trust, franchisees are leaving, and weaker brands may not recover.”
Baek Jong Won has faced multiple controversies recently, including accusations of price inflation, violating farmland laws, and misleading origin labeling. He has publicly apologized twice, but his reputation has taken a hit. Despite this, he continues as a judge on the cooking show Culinary Class Wars 2, which recently finished filming its first episode.
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TheBorn Korea went public in November 2024, but its stock price has dropped sharply due to ongoing scandals. Baek has promised to improve internal systems and focus on global expansion, but the future of many franchise brands remains uncertain.
CREDITS: Nate
