Out of Korea frying pan, into the fire

A class-action lawsuit will be filed by consumers against the distributor of the controversial Korea King frying pans over allegedly exaggerated claims about its kitchenware product. Saree Ongsomwang, secretary-general of the Foundation for Consumers, yesterday said the foundation will file the lawsuit against Wizard Solutions Co, the importer and distributor of the pans, on behalf of 109 buyers of the pan, which is claimed to be coated in eight layers of marble, according to its advertisement. Naruemol Mekborisut, head of the foundation’s Consumer Protection Centre, said the suit will be brought to court next month. The compensation for damages will be calculated based on prices of the varying product lines; the diamond model costs 3,900 baht apiece and its gold model costs 3,300 baht. The foundation will also seek other compensation, including travel expenses, to court and the foundation for consumers, she said. Sitthawat Pakinsakulpat, the foundation’s lawyer representing the pan customers, said he was gathering evidence and statements from those filing the suit. He said filing a class lawsuit was better than doing so individually as it helps save on lawyer fees and other expenses and gives fairness to all victims affected by the product’s claims. The move came after the foundation tried to broker a negotiation between Wizard Solutions and consumers. However, the firm refused to talk to their customers, saying it will contact the consumers individually to discuss compensation. Criticism that the pan is grossly overpriced in Thailand came about after one consumer posted on Facebook that a Korea King pan of a similar model to those sold under the same brand here sells for just 600 baht in Singapore. He posted a photo of the pan with the accompanying price tag. The Korea King TV commercial says the Diamond Series cooking pan retails for 18,000 baht each but the firm offers a discount that brought down the price to 3,800 baht each if it was purchased via a home shopping channel. Customers were also promised one free pan. The Consumer Protection Board later ordered the company to suspend its television commercials and revise the claims last week.