SEOUL, SOUTH KOREA – The Netflix sensation “Culinary Class Wars” has stirred significant interest in the food industry, especially following its second season finale on January 13, 2025. Participants like Jung Ho-young, Monk Sunjae, and producers Kim Eun-ji and Kim Hak-min were recently spotlighted during a press conference at JW Marriott Dongdaemun Square in Seoul. Notably, a report from restaurant booking platform CatchTable revealed that average reservations and waitlists for contestants’ restaurants surged by 303% five weeks post-premiere, compared to the preceding period.
The series splits chefs into two categories: “Black Spoons”—hidden masters of street food-and “White Spoons,” representing elite Michelin-starred chefs. This classification reflects a broader culinary spectrum that has ignited viewer curiosity, particularly among millennials and Gen Z. A study from Euromonitor International emphasized this demographic’s mission to explore diverse cultural experiences, underscoring the show’s role in shaping culinary tourism.
Dawn Teo, COO of Amara Holdings in Singapore, remarked on the show’s wide-ranging impact during her recent trip to Seoul, highlighting the sheer difficulty in securing reservations at featured restaurants. “The program makes people sit up and take notice,” she stated. In light of this culinary boom, South Korea’s Ministry of Culture announced a transition to include food tourism in its upcoming 2026 strategy. This phenomenon isn’t isolated to South Korea; in Singapore, food-related tourism spending skyrocketed, reflecting a 15% spike in receipts compared to 2024, despite only a modest increase in visitor numbers.
Japanese cuisine also remains a significant draw for travelers, with 82% of tourists expressing that sampling local dishes was a key expectation during their visits in 2024, up from 70% in 2015. Erik Wolf, Executive Director of the World Food Travel Association, emphasized that modern travelers are increasingly seeking authentic cultural connections through culinary experiences. He noted a growing desire for rural and less commercialized destinations, highlighting a shift in travel aspirations in the post-pandemic era.
Hotels are adapting to this culinary demand as well. Hilton’s 2025 Trends Report found that nearly 20% of travelers specifically seek out unique dining experiences, with 60% of luxury tourists prioritizing accommodations with superior food offerings. “Hotel restaurants must operate as standalone venues,” said Candice D’Cruz, Vice President of Hilton Luxury Brands Asia Pacific. She stressed the importance of delivering authentic seasonal produce for guests seeking genuine culinary experiences.
In Singapore, Amara Holdings is addressing this culinary demand by offering guided tours of local hawker centers and markets, emphasizing the importance of accessibility to real cultural experiences. Teo stated, “It shouldn’t be considered a loss if guests dine elsewhere; it’s a triumph when hotels facilitate access to authentic culture.”
Contrary to the notion that high-end dining is a travel necessity, Wolf points out that most travelers seek not just Michelin-starred establishments but also local eateries. Eric Neo, Culinary Director at Capella Singapore, elaborated on this duality, noting that fine dining emphasizes storytelling and guest interaction, while casual dining prioritizes speed and convenience.
Capella also incorporates local market tours where chefs guide guests on ingredient selection, reinforcing culinary education and cultural exchange. This extends beyond hotel guests, promoting collaboration among chefs from different locales. Notably, Korean-American chef Edward Lee, a “Culinary Class Wars” contestant, led a special dinner in August, melding diverse culinary backgrounds.
The surging interest in culinary tourism underscores a profound connection between food, culture, and travel. As travelers seek authentic experiences, the implications for local economies and hospitality strategies are significant. As Erik Wolf aptly stated, understanding the historical and cultural narratives behind food remains essential to preserving culinary heritage.
Original Source: https://www.cnbc.com/2026/03/23/culinary-class-wars-netflix-show-causes-food-tourism-increase.html
Category :
Tags:
Publish Date: 2026-03-23 04:42:00
