'Chef of Antarctica' faces review over alleged product promotion linked to Baek Jong Won’s chicken nanban

Complaints have been filed over alleged improper advertising in the November 24 episode of MBC’s variety program 'Chef of Antarctica,' featuring celebrity chef and The Born Korea CEO Baek Jong Won.

The Korea Communications Standards Commission (KCSC) confirmed on the 26th that a viewer petition has been submitted claiming the broadcast included inappropriate promotional content.

According to the KCSC, the complaint will undergo monitoring and review. If clear violations of broadcasting regulations are identified, the case will be forwarded to the commission’s Broadcasting Deliberation Subcommittee.

In the episode in question, Baek Jong Won prepared chicken nanban for researchers stationed at South Korea’s King Sejong Station in Antarctica. Viewers raised concerns that the dish closely resembled the fried chicken set meal introduced in April last year at a PPL affiliated restaurant operated by The Born Korea. Production for 'Chef of Antarctica' began in October of the same year.

Comparisons between reviews of the fried chicken meal and the dish served on the show indicate that the main entrée, soup, jangjorim, radish salad, and other side dishes were effectively identical. Even the plating shown during the pre-shoot meeting footage resembled that used at the PPL restaurant.

These similarities prompted criticism that Baek Jong Won used public broadcast content to promote his commercial recipes for potential future advertising. Some viewers accused the program of privatizing public broadcasting.

The complaint stated that the program was produced with national funding under the banner of a climate and environmental project. It argued that featuring menu items identical or similar to those sold by a cast member’s own restaurant blends public interest sentiment with commercial advertising effects and creates confusion for viewers.

The petitioner also referenced Baek Jong Won’s past controversies surrounding SBS’s 'Paik Jong Won’s Alley Restaurant.' After the program spotlighted the pork cutlet restaurant Yeondon, the shop relocated near The Born Korea’s Hotel The Born in Jeju, and The Born Korea later launched the Yeondon Volcano Cutlet franchise. Critics questioned whether Baek Jong Won used entertainment programs intended to support small businesses to expand his own commercial ventures, raising concerns of harm to local business districts and franchise-related conflicts.

The complaint argued that the current case goes beyond the actions of a single cast member and represents a broader test of how broadcasters should separate public platforms from commercial interests. It stated that the chicken nanban segment effectively functioned as a product image scene that subtly imprinted a specific menu and brand on viewers within the format of a public service style program.

Baek Jong Won’s chicken nanban segment has been flagged as potentially violating Article 46 of broadcasting regulations regarding unintended advertising effects. Additional complaints have also been raised. During the episode, the production team highlighted dates on food containers in King Sejong Station’s pantry and implied that some items had exceeded their consumption periods.

Viewers later pointed out that several of the dates were, in fact, shipping dates. This led to accusations that the program violated Article 14, which concerns accuracy and objectivity.

The Born Korea responded to the controversy and stated that there is no connection between the program’s menu and any form of brand promotion. The company asked the public to refrain from excessive speculation.

SEE ALSO: Baek Jong Won quietly removes video announcing his hiatus from broadcasting

Share this article  SHARE

SHARE