Netflix Show Sparks Rise in Culinary Tourism

A recent Netflix cooking show, “Culinary Class Wars,” has been a game-changer in the food industry. After the second season premiered, reservations and waitlists for the featured restaurants skyrocketed by an average of 303%. The show divides chefs into “Black Spoons” and “White Spoons,” representing street food and Michelin-starred experiences. Viewers have been eager to taste dishes from both ends of the spectrum.

According to experts, culinary tourism is on the rise, with Singapore and Japan at the forefront. Millennials and Generation Z are particularly interested in experiencing different cultures through food. In fact, a hotel developer shared that reservations at restaurants featured on the show were nearly impossible to get during a recent trip to Seoul.

Countries like South Korea are recognizing the importance of food tourism, with plans to incorporate it into their 2026 strategy. Similarly, Singapore saw an increase in tourism spending driven by food experiences, while Japan reported that eating Japanese food was a top travel expectation for many tourists.

Hotels are also responding to this trend by offering unique culinary experiences. Travelers are increasingly seeking out new dining options, with luxury travelers prioritizing hotels with diverse food choices. Hotels today cannot just offer standard dining options. They must provide unique experiences, sourcing seasonal produce and focusing on the overall dining experience.

Some hotels are going a step further by providing guided tours of local markets and hawker centers, offering guests a chance to explore authentic culinary experiences outside of the hotel. This shift towards cultural immersion reflects a growing interest in genuine interactions and local cuisines.

While high-end restaurants have their allure, not everyone frequents them while traveling. In fact, many travelers prefer more casual dining options, like street food or local eateries. Michelin-starred restaurants are evolving to include more affordable options, catering to a wider range of diners.

Ultimately, the impact of shows like “Culinary Class Wars” goes beyond entertainment. They are reshaping how people travel, encouraging exploration of different cultures through food. This shift towards culinary tourism is not only changing the way we eat but also how we experience new destinations.