Jung Hyung-don Rechallenges Tonkatsu Business Following False Labeling and E. coli Detection Controversies

Broadcaster Jung Hyung-dong has made a new move in his tonkatsu business, which had experienced several ups and downs due to past controversies involving false labeling and E. coli detection. Following the resumption of home shopping sales, he is expanding his business by opening an offline store in Seongsu-dong, Seoul. While the product once drew massive attention by selling out in just 14 minutes of broadcast, interest is now focused on what results this re-challenge will yield, given the damage caused by successive setbacks.

On the 12th, historian Sim Yong-hwan posted photos on his account attending the opening ceremony of Jung Hyung-don's tonkatsu specialty shop, 'Doni Doni Kaseukaseu'. In the photos, the two are smiling brightly while giving thumbs up side by side. Sim Yong-hwan shared the news that the first branch has opened in Seongsu-dong, stating, "Today, I went to the opening ceremony of my friend Jung Hyung-don's 'Doni Doni Kaseukaseu'."

Sim Yong-hwan also expressed satisfaction with the store's menu. He highly recommended the menu combining stir-fried kimchi and tonkatsu, saying, "The menu is great because it is affordable yet hearty." He also mentioned unique menus such as tonkatsu enjoyed with tteokbokki and tonkatsu with black breading, praising them by saying, "Personally, the menu combining stir-fried kimchi and tonkatsu is truly the best, best, best." He continued to support Jung Hyung-don's new start, saying, "I feel so proud seeing my friend living life so diligently."

Jung Hyung-don's tonkatsu business was not smooth from the beginning. 'Doni Doni Donkatsu', which appeared on home shopping in 2011, gained huge popularity, recording a sell-out in just 14 minutes of broadcast and generating approximately 900 million won in sales. While it started successfully due to the combination of broadcaster Jung Hyung-don's recognition and interest in the product, it became embroiled in controversy in 2013 when the representative of the manufacturing company and others were indicted and received fines for allegedly falsely labeling the pork sirloin content.

At the time, Jung Hyung-don explained that the issue stemmed from weight labeling that did not exclude moisture and that the relevant standards were not clear. Nevertheless, he apologized, saying, "It is my fault for causing discomfort to those who trusted and chose us." The controversy surrounding the product quality and labeling remains a case showing that consumer trust determines the success or failure of a business.

The setbacks continued thereafter. After changing the manufacturer, Jung Hyung-don resumed tonkatsu sales in 2018, but in 2020, enterohemorrhagic E. coli was detected in some products, leading to a full recall and suspension of sales. As issues directly related to product safety arose, the business took another hit. The burden was even greater as the problem occurred again while he was attempting a comeback after having gone through a controversy once before.

Despite this, Jung Hyung-don did not completely give up on the tonkatsu business. Last April, he announced through his channel, "I am selling tonkatsu again," resuming home shopping sales, and this time, he expanded his business territory by opening an offline store in Seongsu-dong. Having experienced both past success and failure, the key tasks for this challenge are not only product competitiveness but also how to secure quality control and consumer trust. With public support from an acquaintance, attention is focused on whether Jung Hyung-don can establish a stable business foundation this time.

His broadcasting activities will also continue. Jung Hyung-don will serve as the host for 'A Different Kind of War History', which premieres on the 23rd on ENA and MBN. This is a move to put strength back into his tonkatsu business while continuing to work steadily as an entertainer. Interest is gathering on whether Jung Hyung-dong's re-challenge, which has led to opening an offline store after overcoming past controversies, can serve as an opportunity to restore consumer trust beyond simple business expansion.

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