Several consumer brands are facing renewed scrutiny following revelations by celebrity chef Im Seong-keun, a contestant from Season 2 of Netflix’s cooking competition “Culinary Class Wars,” that he has been convicted of driving under the influence on three separate occasions over the past ten years.
Im, who rose to popularity for his sharp wit, confident on-camera presence and fast-paced cooking style, disclosed the offenses in both a video message and a written apology posted to his YouTube channel on Sunday. The confession triggered swift backlash from viewers, particularly because the video included visible alcohol consumption.
The controversy intensified due to Im’s recent promotional work for Balvenie, a single malt Scotch whisky brand. Just days before admitting to the DUI incidents, Im had uploaded a sponsored video featuring Balvenie products. Viewers expressed outrage that the chef appeared to be drinking whisky during the sponsored content, despite his history of drunk driving. The video was later removed from his channel.
The fallout was immediate. Im reportedly lost more than 20,000 subscribers in less than a day, halting his rapid climb toward the one-million-subscriber milestone that had followed his surge in mainstream recognition. Balvenie’s local distributor, William Grant & Sons Korea, declined to issue a public statement on the matter.
The episode has also cast a spotlight on Im’s other brand partnerships. As of Monday morning, a sponsored video with British tableware company Denby remained available on his channel. In the collaboration, Im presented traditional Korean dishes plated on Denby’s Kiln collection, a stoneware line popular with home cooks and professional chefs alike.
In addition, KT Alpha Shopping — a home shopping network operated by a subsidiary of South Korean telecom giant KT — has worked with Im on the sale of ready-made Korean soup products developed using his recipes. Im previously won Season 3 of another televised cooking competition, “Korean Food War,” further cementing his profile as a trusted culinary figure.
A spokesperson for KT Alpha Shopping said the company is closely monitoring public reaction and developments surrounding the controversy, but noted that no decision has yet been made regarding the future of its partnership with the chef.
The situation underscores the growing reputational risks brands face when collaborating with high-profile influencers, particularly in industries linked to alcohol or lifestyle marketing, where personal conduct can quickly become a central public concern.