In December 2025, South Korea’s Netflix show “Culinary Class Wars” wrapped up its second season, and it’s making waves in the food world. After the season finale, restaurants featured on the show saw reservations jump by an impressive 303%, according to CatchTable, a South Korean booking platform.
The show pits chefs against each other as “Black Spoons,” representing hidden talents, and “White Spoons,” embodying elite chefs. This mix of street food and fine dining has sparked interest, especially among millennials and Gen Z, who are eager to explore different cultures through food.
Dawn Teo, COO of Amara Holdings, noted that during her trip to Seoul last October, it was nearly impossible to get a table at restaurants highlighted on the show. She emphasized that the show’s popularity has made people more aware of culinary experiences. South Korea is even changing its 2026 tourism strategy to focus on food, joining a global trend where travelers want more authentic culinary experiences.
For instance, Singapore reported a 15% rise in tourism spending on food and beverages from January to September 2025, even with only a slight increase in visitors. Similarly, about 82% of tourists in Japan in 2024 expected to enjoy its famous cuisine, a notable rise from just 70% in 2015.
Travelers are seeking authentic cultural experiences, and food plays a crucial role in this. Erik Wolf, founder of the World Food Travel Association, noted that after the pandemic, many people prefer exploring rural and lesser-known locations to connect with local culture. This shift in travel priorities highlights the growing significance of culinary tourism.
Hotels are catching on to this trend too. Nearly 20% of travelers are actively looking for new dining experiences, with 60% of luxury travelers wanting hotels that boast great food options. Candice D’Cruz from Hilton stated that hotel restaurants need to stand out as unique dining venues in their own right, focused on fresh, seasonal ingredients.
In Singapore, Amara Holdings is enhancing cultural experiences by organizing guided tours of local markets, allowing guests to immerse themselves in the local food scene. They believe that if guests are enjoying authentic street food instead of dining within the hotel, it’s a positive outcome.
Wolf also pointed out that while fine dining is appealing, not everyone can afford high-end restaurants. The Michelin Guide, known for highlighting luxury dining, also recognizes local hawkers, showing that great food doesn’t always mean high prices. For instance, Hawker Chan, once a Michelin-starred spot, famously offered a $3 chicken rice dish.
Balancing fine dining with casual experiences is key. Eric Neo from Capella Singapore emphasized that fine dining focuses on creating a narrative and lasting memories. Chefs there not only showcase their culinary skills but also guide guests through local markets, mixing education with enjoyment.
As we explore the world through food, it’s also vital to remember the historical and cultural roots behind what we eat. Celebrating these influences, especially the contributions of women in culinary traditions, adds another layer to our dining experiences.
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