CJ and Maeil scrubbed the 'slow-aging' doctor off their packaging in days

Jeong Hee-won was South Korea's wellness authority — a doctor whose 'slow aging' books made lentils and whole grains a national diet trend, and Seoul's appointed public-health adviser. Brands built products around his face: CJ CheilJedang's Hetbahn 'Rice Plan' line of lentil brown rice carried his name and photograph on the packaging, and Maeil Dairies did the same with its lentil soy milk. In December 2025 a dispute from his private life went public: accusations and counter-accusations involving a former research assistant, with both sides filing complaints and police taking up the case.

The commercial response took days. On December 22, CJ CheilJedang ended the collaboration: Jeong's face and name came off the Rice Plan packaging, the paper wrappers were replaced, and every promotional asset was deleted from the company's website. Maeil Dairies stripped his traces from its lentil soy milk the same way, and Seoul City moved to accept his resignation as health adviser. Korean media called it the year's fastest brand cut.

Then came the fire sale. On December 30 CJ's own online shop offered the orphaned whole-grain rice at 61% off — 77,400 won down to 29,990 — a price inversion that made the premium blend cheaper per unit than plain white Hetbahn, and Maeil cut its lentil soy milk by 55%. Orders exploded beyond forecast; CJ's Naver brand store posted a notice that shipments were running late. 'The rice committed no crime,' one headline read — consumers turned up to buy the product once the person was gone.