Baek Jong Won's company, TheBorn Korea, has been facing a new food hygiene scandal following a series of recent controversies including product mislabeling and using a pesticide sprayer for sauce. Recently, images surfaced online on April 9, revealing raw meat left exposed to sunlight at a barbecue festival in Hongseong, South Chungcheong Province, in November 2023.
The photos and videos displayed large quantities of raw meat stored in a truck bed uncovered by proper packaging under a flimsy transparent plastic sheet. Staff members handling the meat were observed wearing short-sleeved shirts and gloves without dedicated sanitary gear, amid room temperature conditions despite the unsuitability of storing meat at 25°C (77°F).
Regulations outlined in the Food Sanitation Act dictate that food business operators must maintain proper hygiene to prevent spoilage, damage, or contamination. The transportation of refrigerated foods like meat should be within 0°C to 10°C, and frozen foods at -18°C or lower, without packaging damage or direct contact with external surfaces. Violations of these regulations, as depicted in the images, could lead to legal consequences.
The post showcasing the incident had garnered around 230,000 views by 5 PM on April 9, with commenters expressing disapproval over the lack of refrigerated trucks and criticizing the exposure of meat to solar heat. If TheBorn Korea is found accountable for this incident, negative public reactions are likely to exacerbate, building on prior disputes related to franchise management, product labeling, and employee treatment.
Although not officially confirmed, there are strong indications that the footage relates to the Hongseong Barbecue Festival managed by TheBorn Korea. The company mentioned in an interview their commitment to rectifying the situation, improving oversight through an external monitoring system, and reinstating consumer confidence.
The Hongseong Barbecue Festival, organized by the Hongseong County government, aimed to showcase local agricultural and livestock products and drew significant attendance. Following the recent issues tied to TheBorn Korea's controversies, critiques have surged regarding hygiene and safety oversights, prompting calls for a reevaluation of how local authorities outsource events and enforce food safety standards.