Culinary Class Wars: The Impact of a Netflix Show on Food Tourism

The South Korean Netflix series "Culinary Class Wars," which concluded its second season on January 13, 2026, has significantly influenced the food tourism landscape. Following the show's premiere, restaurant reservations for contestants' establishments surged by an average of 303%, according to a report by restaurant booking platform CatchTable. The show categorizes chefs into "Black Spoons" (hidden masters) and "White Spoons" (elite chefs), reflecting a spectrum from street food to Michelin-starred dining. This dichotomy has resonated particularly with millennials and Generation Z, who are increasingly seeking authentic cultural experiences through food.

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The impact of "Culinary Class Wars" extends beyond South Korea. The Singapore Tourism Board reported that food was a major driver of record tourism spending, with tourist receipts for food and beverage increasing by 15% from January to September 2025 compared to the previous year, despite only a 2.3% rise in overall visitors. In Japan, approximately 82% of tourists indicated that experiencing Japanese cuisine was a key expectation during their travels in 2024, a notable increase from 70% in 2015. Erik Wolf, executive director of the World Food Travel Association, emphasized that food serves as a vital means for travelers to engage with authentic cultures.

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In response to the growing interest in culinary experiences, the hospitality sector is adapting. According to Hilton's 2025 Trends Report, nearly 20% of travelers actively seek new restaurants or culinary experiences, with 60% of luxury travelers prioritizing accommodations that offer high-quality food options. Candice D'Cruz, vice-president of Hilton luxury brands Asia Pacific, noted that hotel restaurants must operate as standalone venues rather than merely hotel dining options. This shift reflects a broader consumer desire for immersive experiences, including seasonal and locally sourced ingredients.

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Despite the positive trends, some critics argue that the focus on food tourism may overshadow other cultural aspects of travel. Concerns have been raised about the potential commodification of local cuisines and the risk of alienating traditional food practices in favor of tourist-friendly offerings.

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South Korea's Ministry of Culture, Sports and Tourism announced plans to integrate food tourism into its 2026 strategy, highlighting the importance of culinary experiences in attracting international visitors. Dawn Teo, chief operating officer of Amara Holdings, remarked on the show's influence, stating that reservations for featured restaurants were "impossible" during her visit to Seoul, underscoring the heightened demand for culinary experiences.

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As the trend continues, the hospitality industry and tourism boards are likely to further develop strategies that emphasize food as a central element of cultural exploration. This shift may lead to more initiatives aimed at promoting local cuisines and authentic dining experiences, ensuring that food tourism remains a vital aspect of global travel.

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