The conclusion of the second season of the widely acclaimed Netflix show Culinary Class Wars on January 13, 2026, left a lasting imprint on food tourism in Korea, as Netflix (NFLX) stock jumped. The culinary survival show, based in South Korea, is known for providing an arena spiced with anticipation, where chefs from a variety of backgrounds arrive for an intense test of their skills.
The South Korean government reported a rise in food tourism as part of the growing curiosity surrounding the show and its contestants, observing a rise in the travel industry, as people from all over the world are planning visits to South Korea in search of an immersive experience. Reports indicate a significant rise in reservations and waitlists for featured restaurants within the show by 303%.
The ‘Black Spoon-White Spoon’ Phenomenon
NFLX is currently trading at $93.38, after a rise of +1.70% over the past 24 hours. The streaming giant is on the verge of a new trend, as its South Korean culinary show caused high content engagement with the platform and a surge in food tourism and South Korean travel.
Culinary Class Wars aired its first season on Netflix in 2024, showcasing one hundred elite chefs ready for a reality cooking challenge. These chefs were divided into two groups: the White Spoons, which consisted of industry veterans, including ones from Michelin-starred operations, and the Black Spoons, which consisted of hidden geniuses scouted from among the field of street food and smaller restaurants. The 20 White Spoon chefs competed under their real names, while the remaining 80 Black Spoon chefs used aliases.
The competition featured a prize of ₩300 million, and the judgment was carried out to ensure an unbiased outcome, with the judges required to be blindfolded during taste-testing for the first black versus white round.
The show returned after the successful reception of its first season, with a second installment that aired in December 2025. The last episode concluded in January 2026.
Ministry Confirms Food Tourism for 2026
The grand reception of the show catapulted bookings in restaurants that featured the show’s contestants, with an analysis by the restaurant reservation platform CatchTable on Friday reporting an increase of 303% in bookings.
CatchTable data reported the highest spike in the “pub” category, observing a 52% spike, followed by bunsik (Korean snacks and light meals), Western cuisine and pasta. The data also showed an increase in chef-driven searches, dominated by names like Ok Dong-sik, Son Jong-won, Sam Kim and Choi Kang-rok.
The most popular restaurant searches included the Italian bistro Osteria Sam Kim and the modern Italian spot Doughroom in Gwanghwamun. While existing reservations and waiting lists led to an increasing crowd of disappointed travellers who failed to secure a booking, reports suggest that the number of users saving featured restaurants in their wishlists for future reference surged more than 1,300 percent on average, indicating user conviction to experience the authentic Korean culture and cuisine.
The South Korean Ministry of Culture, Sports and Tourism leveraged the sudden surge in travel by highlighting the addition of food tourism in its plans for 2026, as major hotels joined in to cater to the experience-seeking traveller, by prioritizing iconic local food options.
Should You Invest in NFLX?
The boom in South Korean tourism and the +1.70% rise in NFLX stock, driven by solid content engagement with the streaming giant, has positioned Netflix on the verge of a trend reversal. As Culinary Class Wars continues to maintain its winning streak on viewers’ watchlists, the current trend provides a bullish scenario for the stock.
Wall Street analysts confirm a “Strong Buy” rating on NFLX stock, based on 30 Buys and 10 Holds carried out in the past three months.
