The second season of Netflix's South Korean series Culinary Class Wars, which wrapped up on January 13, has driven a sharp increase in demand for restaurants linked to its contestants. Reservations and waitlists at these venues jumped an average of 303% in the five weeks after the premiere compared to the previous five weeks, according to restaurant booking platform CatchTable, as reported by Korea Herald and cited in CNBC.

The show contrasts "Black Spoons" — skilled street food experts — with "White Spoons" — high-end culinary elites — appealing to younger demographics eager for diverse cultural tastes. Euromonitor International's 2025 Asia-Pacific lifestyle survey points to strong interest among millennials and Gen Z in food as a cultural entry point.

Governments and data underscore the trend. South Korea's Ministry of Culture, Sports and Tourism will prioritize food tourism in its 2026 plans. Singapore saw tourist food and beverage spending rise 15% from January to September 2025 versus 2024, outpacing the 2.3% visitor increase, per the Singapore Tourism Board. In Japan, 82% of 2024 tourists anticipated trying local cuisine, up from 70% in 2015, according to national tourism statistics.

Erik Wolf, founder of the World Food Travel Association, told CNBC that post-pandemic travelers seek genuine connections through food, often in secondary destinations.

Hotels are adapting to this shift. Hilton's 2025 Trends Report reveals nearly 20% of travelers hunt for novel dining, while 60% of luxury guests select properties based on food quality. Leaders at Hilton, Amara Holdings, and Capella Singapore stress elevating hotel venues to destination status, with market tours and seasonal ingredients.

Amara's Dawn Teo described reservations at show-featured Seoul restaurants as "impossible" during her October visit, highlighting the series' ripple effect.

With 222 million paid subscribers worldwide, Netflix demonstrates how streaming hits can shape real-world consumer behavior in travel and hospitality.