"Baek Jongwon Delivers Pizza"... The Story Behind It Is a 'Surprise'

Giving Away Free Pizzas Featuring the New Menu, and Visiting a Fire Station

Baek Jong-won, CEO of The Born Korea, personally set out to deliver pizzas on a motorcycle.

Baek Jong-won, CEO of The Born Korea. Screenshot from YouTube.

On November 6, a video was released on Baek's YouTube channel, "Baek Jong-won," showing him visiting a Paik Boy Pizza franchise in South Chungcheong Province, helping with deliveries and giving customers a new menu item for free. At the location Baek visited, the franchise owner handled a significant portion of the delivery orders personally. The owner said they were concerned that pickup and delivery times were being delayed because the area did not have a delivery platform's single-household delivery service.

That day, Baek suggested sending customers who had ordered pizza a new item topped with two kinds of cheese and red pepper, and said he would cover the cost. The video also showed him finishing a pizza by sprinkling cheese and red pepper on it in front of a customer.

Baek went out on deliveries equipped with a helmet, goggles and knee pads. Some customers who recognized him a little later also asked to take photos with him. He also kept a promise he had made to firefighters he met while delivering. After telling the firefighters he encountered on the street that he would bring them pizza, Baek visited Gyeryong Fire Station and delivered pizzas to the firefighters.

"Delivery was harder than I expected," Baek said. "I realized how much we rely on delivery riders, and that all self-employed business owners, including franchise owners, work hard from early morning until late at night."

A representative of The Born Korea said, "Baek personally went out on deliveries to help promote a new menu item at the franchise and bring customers an unexpected bit of joy. We hope the video sparks curiosity about new topping combinations and gives people a chance to try the new menu item for themselves." His wife, actress So Yu-jin, also drew attention by leaving a comment on the video. "This is the day I asked where you were going after you left with your helmet first thing in the morning," she wrote.

Meanwhile, according to the Korea Exchange, on November 6, The Born Korea closed at 12,890 won, down 160 won (1.23%) from the previous day. That was 62.1% below its IPO price of 34,000 won and 74.9% below its closing price of 51,400 won on the first day of trading. The contraction of its franchise business is one factor behind the weak share price. According to The Born Korea's 2025 franchise disclosure statement, franchise contract terminations across its 25 brands rose 46%, from 176 to 257.

The previous year, The Born Korea was embroiled in a series of controversies, including disputes over the price and quality of Paik Ham, concerns about the ingredient content of its tangerine beer, allegations of inaccurate country-of-origin labeling, allegations of violations of the Farmland Act, and hygiene issues at local festivals. As the conflict with Yeondon Volcats franchise owners added to the problems, Baek announced in May 2025 that he would suspend his broadcasting activities and focus on management. Although most of the related matters were closed with no charges filed, the fallout continued, including weak business performance and damage to the brand's image.

This content was produced with the assistance of AI translation services.