From TV Stars to Brand Partners: Chefs of Netflix’s ‘Black & White Chefs’ Move into Collaborations
Creatrip Team
3 months ago
Netflix’s reality show Black & White Chefs: Cooking Class War 2 has reignited interest in its talented roster, and many contestants are quickly moving into brand collaborations and product launches. After season 1, participating chefs have partnered with food and beverage companies to create new items and branded content. Chef Ahn Seong-jae teamed with whisky maker Balvenie for a makers campaign that pairs Balvenie whiskey with fine dining, highlighting shared craftsmanship and expanding brand storytelling. Michelin-starred chef Son Jong-won appears in a Nespresso Professional film that links his precise, resilient approach to the brand’s professional image. Puradak Chicken launched a collaboration menu, “Napoli Tuwumba,” with season 1 winner Kwon Seong-jun to emphasize gourmet credentials, and online grocer Coupang (Curly) expanded its HMR (home meal replacement) lineup with ready meals developed with several show chefs (for example, Choi Hyun-seok, Kim Do-yoon) and released dishes featured on the program. Industry observers say these partnerships now focus less on celebrity endorsement and more on aligning a chef’s culinary philosophy with a brand’s identity, turning collaborations into deeper brand experiences.
