Celebrity chef and restaurateur Baek Jong-won made a surprise appearance at a local festival in Sangju, fueling rapid-fire rumors of a TV comeback. In response, The Born Korea issued an official statement.
Recently, posts on online communities and multiple YouTube channels showed Baek greeting citizens, chatting with vendors, and touring the venue at the '2026 Sangju Dried Persimmon Festival' held in Sangju, North Gyeongsang Province, on the 24th. The Sangju mayor and a figure believed to be the CEO of Yeondon also accompanied him, drawing attention.
This marked Baek's first appearance at a public event since he announced a halt to TV activities in May last year, prompting speculation that it could be a "signal" of his return. At the time, after a series of allegations surrounding The Born Korea — including origin-labeling errors and quality controversies — Baek apologized and said he would step away from television to focus on management.
However, The Born Korea dismissed the comeback rumors and clarified the situation. "The Sangju Dried Persimmon Festival requested support to boost consumption, and in return, CEO Baek visited the site and provided a complimentary food truck for a festival receipt event," the company said. It continued, "This visit was nothing out of the ordinary — we have often gone on-site to help when asked to support regional revitalization," adding, "We currently have no plans for a TV comeback and are focusing on domestic and overseas operations." The company further noted, "All programs currently on air were completed by early last year, and there are no new shoots."
Following his hiatus announcement, Baek still appeared in MBC's The Chef of South Pole and Netflix's Culinary Class Wars: Season 2. The tvN variety show The Genius Paik 3, set to be released in February, was also filmed prior to his activity suspension.
Most of the controversies have recently concluded with no charges, significantly easing external risks around Baek. Still, he appears intent on prioritizing business management, franchisees, and support for local economies over returning to television.