In Part 1, we explored the basic concepts of Saju (Four Pillars of Destiny) and how these principles connect to the direction of one’s life.
In this second part, we will look at how Baek Jong-won’s golden years shifted over time, and how the flow of his destiny reveals deeper meaning in times of crisis.
Through this journey, I hope we can also reflect on what choices and attitudes are necessary in our own lives, and discover valuable lessons together.
During the 1997 IMF financial crisis, Baek Jong-won was left with heavy debt from his failed wooden house construction business. In fact, according to his Saju (Four Pillars), he had little affinity with the construction and materials industry. Pursuing a path misaligned with his innate destiny only led to collapse in the face of such turbulent times.
But in 1998, with the launch of “Hanshin Pocha,” Baek returned to his natural element — the food and dining industry. This decision became the cornerstone of his vast franchise empire. He quickly expanded his brands with Bonga in 2002, Haemul Tteokjjim in 2004, Saemaeul Sikdang in 2005, and in 2006, “Paik’s Coffee” (originally Wonjobucks) and “Hong Kong Banjeom.” These ventures cemented his position as the leader of a massive food empire.
His ambitions did not stop at home. From 2000, he advanced into the Chinese market. In 2005, he founded Qingdao Theborn Food Co., Ltd., importing local sauces back to Korea, while also opening the first Bonga branch in China and launching a localized brand called “So Bonga.”
By 2004, he officially shifted his focus, converting his former construction company Dain Industrial into a food service enterprise, Theborn Korea. This was the pivotal moment when, after tasting the bitterness of failure, he finally found the stage aligned with his true destiny.
From a Saju perspective, this period corresponds to the Gyeongja Daewoon (Major Luck Cycle). For Baek Jong-won, it marked the golden years of his life — a time when his naturally strong fire (火) energy harmonized perfectly with the restaurant and service industry, driving explosive growth and lasting success.
In 2013, Baek Jong-won made headlines when he married actress So Yoo-jin, who is 15 years his junior. Shortly after, the couple appeared together on SBS’s Healing Camp, where the caption “Food Tycoon” introduced him to the wider public. From there, he rose to nationwide fame through a series of hit programs such as Korean Food Battle 2, My Little Television (My Little TV), and Home-cooked Meals by Chef Baek.
The success of My Little TV in 2015 was particularly significant. It turned Baek into a household name as the “Nation’s Chef,” while his franchise empire grew at an explosive pace. For instance, Paik’s Coffee expanded from just two branches in 2013 to more than 400 within two years, becoming a major player in Korea’s coffee market.
From a Saju (Four Pillars) perspective, this period corresponds to the Shinchuk Daewoon (辛丑, Major Luck Cycle), around his early 40s. The element Shin-geum (辛金) acted to balance the strong fire (火) energy in his chart while stimulating his Pyeonjae (偏財) energy — the ability to attract external resources and opportunities. His marriage to So Yoo-jin was more than just personal stability; it opened a direct pathway to the broadcasting world, amplifying his innate strengths.
Since Baek’s chart is dominated by fire, he is naturally aligned with industries that involve direct public interaction, such as dining, services, and media. Through marriage, he gained access to the entertainment stage, where his fiery nature could fully shine.
Thus, the years following 2013 were not simply about television appearances — they marked the beginning of Baek Jong-won’s true golden era, as his destiny and luck cycle came into perfect alignment.
At the age of 51, Baek Jong-won entered the Im-In (壬寅) Daewoon, a major luck cycle that is quite different from his previous flow.
The key element here is Inmok (寅木), which symbolizes the energy of opening a new day and starting a season. When this enters the chart, it often signals turning points — both large and small — in one’s life. In other words, the Saju is sending a message: “Big changes are coming.”
However, a new luck cycle doesn’t automatically bring problems. The actual outcomes depend on the yearly flow of energy, known as Sewoon (歲運). If the Daewoon is the ship’s route, the Sewoon is the wind that blows along the way.
Looking at 2024, the Yin-Yang index I’ve developed shows a sharp spike — a sign of strong turbulence in energy. Coincidentally, in August of that year, Baek Jong-won took The Born Korea public on KOSDAQ. But the issue lies in what followed. In 2025, the index drops and becomes unbalanced, suggesting an unstable adjustment period after the change. Indeed, the surge of controversies and risks that surfaced in 2025 seems to resonate with this pattern.
To be clear, my Yin-Yang index is still under research and refinement. It is not an absolute prediction, but rather a tool created by combining traditional texts with modern interpretation to make these ideas easier to understand. The essential point is this: Saju is not about fixed fate, but about signals to prepare in advance.
So what choices has Baek made?
While he has undeniably left a major mark on Korea’s food service industry, I believe he missed something crucial. The world is rapidly shifting toward AI, robotics, and automation. Global franchises are already adopting robot baristas, unmanned ordering and payment systems, and AI-based inventory management. Yet Baek’s business model remains heavily reliant on a traditional franchise structure, where large numbers of human workers sustain the operation. This runs counter to the broader direction of global trends.
The 2024 IPO revealed this gap starkly. Going public means exposing all corporate information and being subject to intense scrutiny. While this ensures transparency, it also makes the company a prime target in times of economic downturn. Moreover, by retaining a 76.7% majority stake, Baek took on a concentrated capital risk — a bold expansion strategy rather than a path of steady stability.
From a Saju perspective, if one’s Siksang (食傷, Output Energy) is weak or unstable, managing a vast network of franchises and employees becomes risky. Siksang represents one’s creations, subordinates, and systems. If this energy falters, it often translates into cracks in management, operations, and organizational trust. In fact, one could even interpret the recent crises — including internal whistleblowing — as expressions of this weakness.
In the end, no matter what advice is given, the path forward is always a personal choice. I don’t expect Baek Jong-won himself to read this piece. But for those of you who have followed along, I hope it offers some useful perspective. Life quietly whispers each person’s destined course. The key is to listen, to adapt wisely, and to walk in harmony with the flow of the times.
