[Baek Jong-won YouTube]
[Baek Jong-won YouTube]

The Born Korea CEO Baek Jong-won has drawn attention after footage emerged of him personally delivering pizzas by motorcycle.

On Thursday, a video titled "Working a part-time pizza delivery job! But people don't recognize me" was posted to Baek's YouTube channel.

In the video, Baek visited a Paik's Boy Pizza franchise run by a couple in Gyeryong, South Chungcheong Province, and spent a day working as a delivery rider, meeting customers in person.

"Today, I'll cover all the costs that go out as complimentary service myself. I'll also boost your sales," Baek said.

Baek geared up with a helmet, goggles and knee pads before setting off on deliveries.

One customer who recognized him belatedly asked, "Are you really Baek Jong-won?" and requested a photo. Baek obliged before completing the delivery.

The video also captured Baek boxing up pizzas and visiting the Gyeryong Fire Department. Having run into firefighters by chance before starting his shift, he returned during lunch to deliver pizzas to the crew.

Actor So Yoo-jin, Baek's wife, also left a comment on the video. "That was the day you left in the morning with a helmet and I asked where you were going," So wrote.

Meanwhile, Baek recently faced legal controversy over allegations including mislabeling of ingredient origins and violations of food hygiene law. He was cleared of charges in most of the related cases.


choigo@heraldcorp.com