The Impact of Netflix on South Korea's Fine Dining Scene

The rise of fine dining in South Korea has been significantly influenced by Netflix's cooking competition series, “Culinary Class Wars.” Chef Jun Lee, who opened his restaurant SOIGNÉ in Seoul 13 years ago, notes a shift in customer inquiries from basic menu questions to deeper discussions about flavor combinations and cooking philosophies. The second season of the show debuted at No. 1 on Netflix’s Global Top 10 (Non-English TV) list in December and has maintained its popularity, prompting Netflix to confirm a third season. Tei Yong, CEO of CATCHTABLE, South Korea’s leading restaurant reservation platform, highlighted that the show has sparked unprecedented interest in gastronomy, with a staggering 450,000 people attempting to book reservations for a pop-up event featuring chefs from the series.

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The impact of “Culinary Class Wars” extends beyond mere entertainment; it has transformed the dynamics of the fine dining industry. Chef Kim Sung-woon of Table for Four reported a tripling of reservations since the show's premiere, leading to overwhelming demand that his staff struggles to manage. Both chefs Lee and Kim have experienced a surge in local patronage, with South Korean customers now filling tables that were once predominantly reserved for international visitors. This shift reflects a growing appreciation for Korean cuisine presented through fine dining techniques, as chefs reclaim and redefine their cultural identity.

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Chefs like Jun Lee emphasize that Korean food culture transcends mere ingredient inclusion. Lee argues that true Korean cuisine is about the lifestyle and cultural practices surrounding food, rather than simply adding traditional ingredients to dishes. His signature dish, Hanwoo and Banchans, exemplifies this philosophy, showcasing high-quality beef accompanied by seasonal Korean side dishes, which are integral to the dining experience. The South Korean government has actively promoted Korean cuisine globally since the late 2000s, and the success of Netflix has accelerated this trend, particularly among younger audiences.

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Despite the enthusiasm for fine dining, the industry faces challenges, particularly in staffing. Chef Kim pointed out that service staff shortages following the COVID-19 pandemic pose a significant obstacle to the sector's growth. He emphasized the need for service teams to develop alongside chefs to ensure the sustainability of the fine dining experience. Chef Lee echoed this sentiment, acknowledging the intense competition that has emerged in the thriving market, which has been bolstered by the visibility provided by Netflix.

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Experts like Jihyung Andrew Kim, a professor at Hanyang Women’s University, have noted that entertainment content, such as Netflix shows, has been particularly effective in engaging younger audiences with culinary arts. The South Korean government's long-standing efforts to promote Korean cuisine have laid the groundwork for this current surge in interest.

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• “Many people either didn’t know this culture existed or weren’t particularly interested,” — Jun Lee, Chef

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• “If the market hadn’t broadened through Netflix and the show like this, it would have been a much more difficult environment,” — Jun Lee, Chef

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• “For fine dining to truly develop, we need service teams to grow alongside chefs,” — Kim Sung-woon, Chef

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