Theborn Korea representative Baek Jong-won directly apologized for various controversies through a video.
On the 6th, Baek Jong-won uploaded a video titled "I will start over from the beginning" on his official YouTube channel.
Along with the video, he added a statement saying, "Hello. I sincerely apologize for causing concern to many people and for disappointing those who have believed in and supported me. I will not make excuses. Everything is my responsibility, and I have failed. I will look back on each issue and work to improve the deficiencies. Once again, I apologize for causing concern."
In the video, Baek Jong-won said, "This year, I have apologized in writing and through shareholder meetings for many issues and criticisms that have been raised. However, today, I would like to bow my head and speak directly through this video," adding, "I have taken the time for deep self-reflection regarding various problems within the company and only now I stand before you after examining and reorganizing the entire organization."
He stated, "I am identifying and improving the root causes for all issues, including quality, food safety, and hygiene at festival sites. All problems lie with me. I have realized that for true change to happen, I must change. With a determination to renew the organization with a commitment like cutting through bone, I will change the corporate culture through communication with employees. I will make 2025 the year of Theborn Korea's complete renewal, the second founding year."
He also expressed, "The most heartbreaking thing right now is the desperate situation of the franchise owners. The franchise owners are partners and like family to Theborn Korea," and urged, "In addition to the emergency support measures already announced, I will implement comprehensive support plans by brand. I sincerely ask you to warmly support the franchise owners of Theborn Korea as they take on new challenges."
Baek Jong-won acknowledged, "As the representative of a publicly traded corporation, I am well aware of the concerns about balancing broadcasting activities and the recent frightening allegations of 'broadcast abuse.' This is also my fault. I take the criticism seriously. If my words or actions caused someone pain in the process of creating good broadcasting content, it is my responsibility and oversight. Given the excessive love I received, I should have been more humble. I bow my head and apologize."
He continued, "From now on, I will suspend all broadcasting activities except for the program that is currently being filmed. As Baek Jong-won, not a broadcaster, I will focus all my passion and strength solely on the growth of Theborn Korea and the development of its franchise owners. I will do my utmost to restore the company's trust and to expand into the global market. I will also report on matters related to overseas expansion and corporate acquisitions as soon as possible."
He added, "I once again express my deep apologies to all those who are disappointed in me. I vividly remember the exhilarating feeling of opening the door to my small store for the first time. And the heavy sense of responsibility I felt on the first day of Theborn Korea's listing. I will keep that original intention deep in my heart and once again focus on the franchise owners, shareholders, and customers, and start over from the beginning. Thank you."
Previously, Baek Jong-won faced public criticism over issues such as the origin labeling problem of Theborn Korea, controversies related to regional festivals, inappropriate actions by employees, and allegations of broadcast abuse. In response, Baek Jong-won stated on Theborn Korea's website, "I sincerely apologize for causing concern to many due to various issues and feel a deep sense of responsibility," and expressed his intent to "take on the responsibility as a publicly traded corporation and embrace innovation with a determination to regain trust. I will thoroughly improve every issue that has been raised this year and ensure a complete renewal."
This is the full statement from Baek Jong-won.
Hello, I am Baek Jong-won, the representative of Theborn Korea.
This year, I have already apologized in writing and through shareholder meetings for many issues and criticisms that have been raised. However, today I would like to bow my head and speak directly through this video. I have organized my thoughts in case I might miss any important points. I appreciate your understanding.
I have taken the time for deep self-reflection regarding various problems within the company and only now I stand before you after examining and reorganizing the entire organization. I am identifying and improving the root causes for all issues, including quality, food safety, and hygiene at festival sites.
All problems lie with me. I have realized that for true change to happen, I must change. With a determination to renew the organization with a commitment like cutting through bone, I will change the corporate culture through communication with employees. I will make 2025 the year of Theborn Korea's complete renewal, the second founding year.
Right now, the most heartbreaking thing is the desperate situation of the franchise owners. The franchise owners are partners and like family to Theborn Korea. Immediately after preparing emergency support measures, I am visiting the sites to hear the voices of the franchise owners directly. In the process of working together with the owners, I have made a commitment that "from now on, we will not leave even one owner behind."
In addition to the emergency support measures already announced, I will implement comprehensive support plans by brand. With the mindset of sharing the corporation's revenue with the franchise owners, I will launch a large-scale support plan next week. The success of the franchise is crucial for the success of the corporation, creating a virtuous cycle that offers good results to the shareholders. I will not let go of the hand of the franchise owners as we go far together. I sincerely ask you to warmly support the franchise owners of Theborn Korea as they take on new challenges.
As the representative of a publicly traded corporation, I am well aware of the concerns about balancing broadcasting activities and the recent frightening allegations of 'broadcast abuse.' This is also my fault. I take the criticism seriously. If my words or actions caused someone pain in the process of creating good broadcasting content, it is my responsibility and oversight. Given the excessive love I received, I should have been more humble. I bow my head and apologize.
From now on, I will suspend all broadcasting activities except for the program that is currently being filmed. As Baek Jong-won, not a broadcaster, I will focus all my passion and strength solely on the growth of Theborn Korea and the development of its franchise owners. I will do my utmost to restore the company's trust and to expand into the global market.
I will also report on matters related to overseas expansion and corporate acquisitions as soon as possible. I express my deep apologies once again to all those who are disappointed in me. I vividly remember the exhilarating feeling of opening the door to my small store for the first time. And the heavy sense of responsibility I felt on the first day of Theborn Korea's listing. I will keep that original intention deep in my heart and once again focus on the franchise owners, shareholders, and customers, and start over from the beginning. Thank you.
[Photo] Baek Jong-won YouTube
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