The ShinsungHwa of Paik Jong-won (2019)
Brief Explanation of Paik Jong-won’s ShinsungHwa
The most striking feature of Baek Jong-won’s 2019 ShinsungHwa is the manifestation of the symbol of the cosmic principle at the very top of the artwork. Energy radiates from his head, while symbol of spiral energy extends outward like antennae, receiving information from the surrounding environment. The energy flows emanating from his legs establish and protect the boundaries of the domains he will cultivate in the material world.
From Small Town Dreams to Big Business
Born September 4, 1966, in sleepy Yesan County, Paik Jong-won never imagined he’d become one of South Korea’s most recognizable entrepreneurs. Even as a child, food fascinated him—not just eating it, but transforming it. While other kids devoured biscuits straight from the package, young Paik fried them in butter and dusted them with sugar. His father’s finicky palate only deepened his curiosity about cooking and flavor.
These weren’t mere childhood experiments. They were early glimpses of an empire in the making. When his father returned from business trips bearing hamburgers, Paik would tinker with recipes, searching for that perfect taste. The entrepreneur was already emerging.
Building a Restaurant Kingdom
Paik’s official entry into restaurants began modestly in 1993 with a ssambap (Korean rice wraps) joint. Initially, he wasn’t fully committed—timber trading held more appeal. Then the 1997 Asian Financial Crisis struck, saddling him with $1.5 million in debt. The blow drove him to despair, even leading him to Hong Kong with thoughts of suicide.
Yet Hong Kong became his salvation. The extraordinary cuisine he encountered there rekindled his restaurant passion. He returned to Korea transformed, determined to make his vision work.
The gamble paid off spectacularly. Today, Paik leads Theborn Korea, a franchise powerhouse operating over 1,300 restaurants across 20+ brands. Names like Saemaul Sikdang, Baek’s Coffee, and Baek’s Bibim have become dining staples, proof that his comeback from near-bankruptcy was anything but luck.
Television Fame and Recognition
While building his empire, Paik conquered Korean television. Shows like “Baek Jong-won’s Top 3 Chef King,” “Baek Jong-won’s Food Truck,” and “Baek Jong-won’s Alley Restaurant” made him a household name. Netflix’s “Culinary Class Wars” brought international recognition.
Television wasn’t merely entertainment for Paik—it was a mission. “I want to change people’s perception about running restaurants,” he explained in 2018. The strategy worked. Forbes repeatedly featured him on their Korea Power Celebrity 40 list, peaking at 16th place in 2020.
The Crisis Unfolds
Success, however, bred unexpected troubles. In May 2025, Paik stunned fans and partners alike by announcing his withdrawal from all television work via YouTube. The decision followed mounting controversies plaguing his company.
The allegations were damaging: false advertising about product origins, quality disputes, mislabeling issues, and accusations of using industrial-grade metal in cooking utensils. Seoul Gangnam Police launched investigations into false advertising claims, particularly regarding shrimp and sweet potato fillings.
The timing couldn’t have been worse. Theborn Korea had gone public just months earlier in November 2024, making investor confidence crucial. Fresh controversies threatened not just the business, but everyone who’d invested in it.
Instead of deflecting blame, Paik confronted the crisis head-on. “All problems lie with me,” he declared in his YouTube announcement, promising to abandon television to focus solely on fixing Theborn Korea’s issues.
He backed words with action, announcing emergency support for affected franchise owners, including three-month royalty exemptions. The gesture acknowledged how corporate problems had damaged those who’d trusted his brand.
“I will make 2025 the second founding year of The Born Korea, marking a complete renewal,” Paik proclaimed—not just a business statement, but a promise to rebuild everything.
The Road Ahead
Though stepping back from television, Paik’s story continues. Pre-filmed shows like “Culinary Class Wars” Season 2 and “The Genius Paik” Season 3 will still air while he works behind the scenes to salvage his empire.
The challenges are formidable, but not necessarily fatal. Paik has bounced back before—from 1997’s near-bankruptcy to building South Korea’s largest restaurant empire. Whether he can navigate this crisis successfully remains an open question.
