Another reason behind Baek’s widespread appeal lies in the businessman-cook’s humility. 

Though his neighborly demeanor might not betray it, Baek is a savvy entrepreneur and restaurant tycoon who owns over 26 franchises and 169 branches across the country, with stores now expanding to the U.S., Japan, China and Southeast Asia.

But Baek confessed that when he first started out, he was not always the down-to-earth person he has now become.

“When I was younger, I liked being called ‘CEO’ or ‘president,’” said Baek at a press interview Wednesday. “I liked being looked up to back then, that feeling of being better than others. I was always polite to customers, but it was just an act.”

When the Asian financial crisis struck in 1997, however, Baek’s businesses collapsed, dealing a shocking blow to the restaurant entrepreneur, who had until then enjoyed a relatively cushy life.

“I had not really experienced failure before that. I was fortunate enough to be born into an affluent family and educated at good schools,” said Baek, a graduate of Yonsei University and whose family owns the Yesan and Yehwa school foundations.

In the course of getting back up, Baek decided to shed any sense of pretentiousness he may have had.

“I learned that sincerity is easier and more effective in the long run than being overly charming or polite. People trust you when you are just being yourself.”

The ability to be comfortable in his own skin and show his true colors on air stems from a deep sense of self confidence, Baek said.

“I am able to be myself and not worry, because I’m not hiding anything,” he said. “I hope that my thoughts, words and actions can all be in line with each other. I figured out that if I want to seem humble, I should actually think humbly, rather than pretend to act humbly.”

This philosophy translates in Baek’s cooking and home life as well. Baek is happily married to actress So Yoo-jin, and the two are famous in the Korean celebrity network for their displays of affection and devotion to each other.

“What drew me to (So) was how she was happy to go grab a bowl of noodles on dates, nothing fancy.” said Baek. This is the kind of food that he aims to make -- food that is comforting and accessible to everyone.

“I want to liken my food to a bicycle with training wheels. Anyone can ride it, easily, with no intimidation, from older people to people who have never ridden a bike before in their lives,” Baek explained. “If highly trained top chefs are cyclists, then I’m just the owner of a neighborhood bike shop.”

Ko Min-goo, producer of “House Cook Master Baek,” describes Baek as someone who is eager to share his knowledge, and points to the cook’s sincerity as the secret behind his popularity.

“I think there are two types of people,” said Ko. “There are the people who talk just to unload their own personal stuff, and there are the people who talk because they genuinely want to share with others.”

Baek is the best example of the latter, Ko said. “Every time one of his students (on the show) learns something new, (Baek) gets very enthusiastic and says, ‘That’s right! That’s right!’ My only job is to make sure that sincerity shines through.”

By Rumy Doo (bigbird@heraldcorp.com)