The South Korean Netflix series “Culinary Class Wars” has significantly impacted the food industry, with contestant restaurant reservations surging by an average of 303% following its second season finale on January 13. This show, which contrasts hidden culinary talents with elite chefs, has resonated particularly with millennials and Gen Z, driving interest in diverse culinary experiences and cultural tourism. As a result, South Korea’s Ministry of Culture is incorporating food tourism into its 2026 strategy, aligning with broader trends in Asia where food is increasingly becoming a focal point for travelers.
The rise in culinary tourism is reflected in robust spending patterns, particularly in Singapore, where food-related tourist receipts increased by 15% year-over-year, despite a modest rise in overall visitors. Hotels are adapting to this trend, with many travelers prioritizing dining experiences, emphasizing the need for restaurants to stand out as unique destinations rather than mere hotel amenities.
For market professionals, this trend underscores the growing importance of culinary experiences in tourism and hospitality, suggesting potential investment opportunities in food-related ventures and the hospitality sector that prioritize authentic cultural experiences.
Source: cnbc.com