K-Food Revolution: Baek Jong-won’s ‘Global Rice Business Challenge 3’ Premieres—What to Expect!

Baek Jong-won / Photo=DB

Celebrity chef and TV personality Baek Jong-won is set to launch his new culinary adventure series, “World Rice Business Challenge: Baek’s Challenge 3.”

The show premieres tonight at 10 PM on tvN. This innovative program aims to globalize Korean cuisine and promote K-Food Culture, with Baek at the helm.

Previously known as “Genius Merchant Baek,” the show has already completed two successful seasons, garnering attention for Baek’s efforts to introduce Korean cuisine to international audiences. In an unexpected move, the production team has rebranded the show for its third season and is proceeding with the premiere without any formal marketing push. Notably, they’ve forgone the customary pre-broadcast press release.

Baek faced public scrutiny last year due to controversies surrounding his restaurant empire, The Born Korea. Allegations of origin labeling violations, price inflation, and the use of industrial equipment in food preparation led to his temporary withdrawal from the public eye. However, he’s recently resurfaced on MBC’s “Chef in Antarctica” and Netflix’s “Black and White Chef: Culinary Class Warfare 2,” signaling a potential comeback.

Speculation about Baek’s return to the spotlight intensified after he was spotted at the 2026 Sangju Dried Persimmon Festival.

A spokesperson for The Born Korea clarified the situation, stating, “We’re currently airing programs that were completed by early last year, prior to Mr. Baek’s hiatus announcement. At present, our focus remains on supporting our franchise owners and expanding our international presence. There are no immediate plans for Mr. Baek to return to broadcasting.”

Against this backdrop, “Baek’s Challenge 3” makes its debut tonight at 10 PM on tvN. All eyes will be on whether this new show can shift public perception of the embattled culinary star.

[Sports Today, Im Si-ryeong Reporter ent@stoo.com]
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