SEOUL, SOUTH KOREA – DECEMBER 17, 2025: Participants from the Netflix series “Culinary Class Wars: Black and White Chef Season 2” attended a press conference at JW Marriott Dongdaemun Square in Seoul. The show wrapped up its second season on January 13, 2025, and has significantly impacted the South Korean food industry.
According to a report from restaurant booking platform CatchTable, restaurants featured in the series saw an average increase in reservations and waitlists of 303% in the five weeks following the season premiere, compared to the previous five weeks. The show divides chefs into “Black Spoons,” representing hidden masters, and “White Spoons,” symbolizing elite chefs, appealing to a diverse culinary audience.
Interest in culinary tourism has surged among younger generations, particularly millennials and Generation Z, as they seek to experience cuisines beyond their own. South Korea’s Ministry of Culture, Sports and Tourism announced the inclusion of food tourism in its 2026 strategy, recognizing this trend.
In Singapore, the food sector contributed to record tourism spending, with a 15% increase in tourist receipts for food and beverages during the first nine months of 2025 compared to the same period the previous year. In Japan, 82% of tourists expressed that experiencing Japanese food was a key aspect of their travel expectations in 2024.
Hotels are also adapting to the growing culinary interest. Nearly 20% of travelers actively seek new restaurant experiences, with 60% of luxury travelers prioritizing accommodations with quality dining options. This shifting focus challenges traditional hotel dining, prompting establishments to enhance their culinary offerings.
Experiential dining, such as guided tours through local markets led by chefs, is gaining popularity. This trend allows travelers to engage with local food cultures directly, reinforcing the connection between dining and authentic experiences. Chefs participating in programs also aim to foster cross-cultural culinary collaborations.
Erik Wolf, executive director of the World Food Travel Association, emphasized the cultural importance of food experiences in travel, particularly post-pandemic. He noted that travelers increasingly seek authentic interactions, often preferring casual dining experiences over high-end restaurants.
Source: Reported based on publicly available information from www.cnbc.com.
