Culinary Tourism Soars as Netflix Hit Sparks Global Appetite for Authentic Food Experiences
The tantalising world of competitive cooking shows is proving to be a potent catalyst for culinary tourism, with a prominent Netflix series dramatically boosting interest in restaurants featured on screen. Following the premiere of its second season, reservations and waitlists for restaurants associated with the South Korean show “Culinary Class Wars” experienced an astonishing average increase of 303%. This surge highlights a growing global trend: food is becoming an increasingly vital and accessible touchstone for cultural exploration, prompting hotels and destinations alike to re-evaluate their offerings.
“Culinary Class Wars,” which concluded its second season in January, has undeniably made its mark on the international food scene. The show, which masterfully pits chefs against each other by categorising them as “Black Spoons” (hidden masters) and “White Spoons” (elite), effectively mirrors the diverse spectrum of culinary experiences, from humble street food vendors to the hallowed halls of Michelin-starred establishments. Viewers, it seems, are eager to sample the full range.
This burgeoning interest is particularly pronounced among millennials and Generation Z. According to Euromonitor International’s Asia-Pacific 2025 lifestyle survey, these demographics are actively seeking immersive cultural experiences, with food serving as a primary gateway. This desire translates directly into travel planning, with individuals increasingly motivated by the prospect of tasting authentic local flavours.
A Global Feast: Culinary Tourism on the Rise
Experts observe a significant uptick in culinary tourism across key Asian destinations. Dawn Teo, Chief Operating Officer of Amara Holdings, a Singapore-based hotel and restaurant developer, noted that securing a table at restaurants featured on “Culinary Class Wars” became “impossible” during a recent visit to Seoul. She attests that the show’s impact is powerful, compelling people to “sit up and take notice.”
South Korea itself is embracing this trend, with its Ministry of Culture, Sports and Tourism announcing a strategic shift in December to incorporate food tourism into its 2026 national strategy. This focus is not isolated. In Singapore, food and beverage spending by tourists played a pivotal role in achieving record tourism revenue between January and September 2025. Despite a modest 2.3% increase in overall visitor numbers, tourist receipts for food and beverages rose by a substantial 15% compared to the same period in the previous year, underscoring the economic power of gastronomy.
Japan, too, is witnessing a heightened appreciation for its culinary offerings. A 2024 report indicated that approximately 82% of tourists cited eating Japanese food as a key expectation for their travel, a notable increase from around 70% in 2015.
Erik Wolf, Executive Director and Founder of the World Food Travel Association, posits that food offers travellers a profound connection to authentic culture. “It’s less about the travel and more about the culture everywhere in the world,” Wolf explained. “Especially after the pandemic, people are wanting to go to more rural locations, secondary and tertiary locations. They want to get to know people, and in a genuine way.”
Hotels Cater to the Culinary Curious
The burgeoning interest in food experiences is not lost on the hospitality sector. Hotels are increasingly recognising that their F&B outlets must transcend mere sustenance and become destinations in their own right. Hilton’s 2025 Trends Report reveals that nearly one in five travellers actively seek out new restaurants or culinary adventures, with a significant 60% of luxury travellers prioritising hotels that offer exceptional dining options.
Candice D’Cruz, Vice-President of Hilton Luxury Brands Asia Pacific, emphasises this evolution. “Restaurants today in hotels cannot [just] be hotel restaurants. They have to be restaurants as restaurants [in their own right], or venues as venues,” she stated. For consumers, the entire experience is paramount, from the seasonality of ingredients to the provenance of the glassware. D’Cruz elaborates, “If I’m going into Japan, I want to have the white peaches during peach season. I want to have the strawberries and the white strawberries during [the] season.”
In Singapore, Amara Holdings is actively curating these immersive experiences. The company offers guided tours of local hawker centres and markets, conveniently located near its flagship hotel in the city’s downtown core. Amara’s Teo views this approach as a success, even if guests opt to dine outside the hotel. “It shouldn’t be considered a loss if ‘a guest isn’t eating with us for breakfast, lunch or dinner, if they’re going to another nearby Zi Char place or hawker centre for meals’,” she remarked, referring to inexpensive local eateries. The true win, for Amara, lies in providing guests with proximity to authentic cultural encounters.
Wolf also offers a nuanced perspective on the fine dining versus street food dichotomy. He suggests that while Michelin-starred establishments represent a pinnacle of culinary achievement, they might inadvertently deter some travellers due to an association with high costs. However, he points out that the Michelin Guide itself acknowledges the importance of local, accessible food. Hawker Chan, a former Michelin-starred restaurant, famously offered a $3 chicken rice dish when it received its accolade in 2016, illustrating that prestige doesn’t always equate to exclusivity.
Eric Neo, Culinary Director at Singapore’s Capella Hotel, distinguishes between fine dining and casual dining. He describes fine dining as an experience rooted in “intention” and “storytelling,” offering opportunities for curated guest interaction. Casual dining, conversely, is characterised by “speed.”
Capella Hotel’s approach to culinary immersion involves chefs acting as guides, leading guests through local markets to select ingredients. These ingredients are then brought back to the kitchen for guests to help prepare a dish. Neo also fosters a spirit of international collaboration by inviting chefs from abroad, aiming to “bring up a learning culture between two different countries.” These enriching experiences are not solely for hotel patrons but also serve to broaden the horizons of the chefs themselves. In August, Capella welcomed Korean-American chef and “Culinary Class Wars” contestant Edward Lee to Singapore for a special celebratory dinner.
Wolf concludes by reminding us of the importance of acknowledging the historical and cultural foundations of our food. He specifically highlights the often-overlooked “influence of women in protecting culinary culture” and the fundamental role of “agriculture” in sowing the seeds of cuisine. These deeper connections, he argues, enrich the understanding and appreciation of food beyond mere taste.
