Baek Jong-won launches tvN’s ‘Business Genius Baeksajang’, will it also work in Africa?

Baek Jong-won, a restaurant management expert, goes global. tvN is launching 'Business Genius Baeksajang', Baek Jong-won's challenge to become a global rice seller.

‘Business Genius Baeksajang’ is a program where Baek Jong-won goes from start-up to operation in a wasteland of Korean food, also known as ‘Baek Jong-won’s challenge to become a global rice seller.’ Baek Jong-won is leading the trend in Korean dining by not only leading franchise businesses in various fields in Korea, but also revitalizing local markets. In that sense, ‘Business Genius Baeksajang’ can be seen as Baek Jong-won’s ‘full-fledged debut’. The main point of interest is expected to be whether Baek Jong-won, a restaurant management expert, will be able to run a successful rice business overseas.

In the first teaser video released today (28th), Baek Jong-won is seen doing business with Lee Jang-woo and BamBam in a region of Africa. In a global market where no one knows about him, Baek Jong-won must capture the tastes of local people with his cooking. The story of a street restaurant struggling to sell food to uninterested strangers makes the story even more curious.

The production team of 'Business Genius Baeksajang' said, "We started planning the program with the question, 'Can Baek Jong-won survive anywhere by selling rice?'" and "Can Baek Jong-won, who was dropped into a country where he knows nothing about Korean food, let alone Baek Jong-won, become a rice seller?" “You will be able to see whether you can succeed and what strategy you will use to start and run a restaurant,” he said.

‘Business Genius White Sand Beach’ will be aired for the first time in the first half of this year.

Taeyuna, Ten Asia Reporter youyou@tenasia.co.kr