Paik Jong-won announces suspension of broadcasting activities… to focus on management and global business

CEO Baek Jong-won to Focus on Management and Global Market Expansion Instead of Broadcasting

Baek Jong-won, CEO of Theborn Korea, has announced his intention to reduce his television appearances for the time being to focus on company management and business expansion. During a press conference held on the 26th at Theborn Korea's Yesan Food Industry Development Center in Yesan-gun, Chungnam, Baek stated, "I intend to regroup with store owners to reclaim what was lost over the past year." Starting next month, he plans to visit overseas to meet major buyers and distributors to promote his sauce and food businesses, marking a push into the global market.

Spreading the 'Regional Development ESG' Model Nationwide Based on Yesan Market Success

Based on the know-how gained from revitalizing the Yesan Market, Theborn Korea will pursue 'Regional Development ESG' projects—combining local food, commercial districts, and tourism—as a mid-to-long-term core strategy. Yesan Market, which previously saw only about 10 visitors a day, has surpassed 10 million cumulative tourists as of May this year, thanks to Theborn Korea's infrastructure investment and spatial design support. Theborn Korea has invested over 2 billion won in festival businesses, focusing on data accumulation rather than short-term profits.

CEO Baek evaluated the Yesan Market as a "priming water that proved the possibility of regional development." He is currently operating a model that supports young people in starting businesses in local areas by providing assistance for deposits, interior design, menu development, and training costs. Moving forward, he plans to expand consulting for revitalizing commercial districts and tourism for local governments, as well as operating local food festivals. Baek emphasized that to revitalize regions, one must create reasons for people to visit, centered around food.

Vision for 'Market Plaza' at Gangnam Station and Nationwide Regional Regeneration Projects

Specific plans to connect local specialties with urban consumers were also revealed. Baek is envisioning a model to create steady sellers using local products by establishing 'Market Plazas' in major urban areas, such as Gangnam Station in Seoul, where people can enjoy regional specialties. Alongside this, the company will pursue various regional regeneration projects, such as utilizing the Gyeonggi Silk factory site in Yeoju, creating a specialized gopchang (intestine) street in Sapgyo Market, Chungnam, building traditional liquor experience complexes, and utilizing idle spaces at Chungnam Bangjeok.

Building a Virtuous Cycle Centered on Local Food and a Nationwide Network

Theborn Korea aims for a virtuous cycle that directly connects producers and consumers by turning local specialties into menu items and commercial products. To this end, following Mungyeong in Gyeongbuk and Gunsan in Jeonbuk, the 'Theborn Food Industry Development Center' was recently opened in Sangju, with plans to build a nationwide network in the future. Baek has set a goal to link the acquired local specialty menu data with franchise, food distribution, and hotel businesses.

Regarding the crisis of population decline, Baek stated, "The absence of young people in local areas means there is no future for industry, agriculture, or the food service industry. The only way to grow the pie of the domestic food service market is to draw people in from the outside." Theborn Korea plans to focus on creating a 'Tourism Korea' through a model that links local food with tourism.