Retailers Bet on 'The Chef' Season 2 Despite Baek Jong-won Risk
Creatrip Team
2 months ago
South Korean food and retail companies are quickly forming partnerships around Netflix’s hit cooking show ‘The Chef’ (Korean title: 흑백요리사) season 2, hoping to replicate the sales boost seen after season 1. Despite concerns about the visibility risk tied to judge Baek Jong-won, firms expect the show to revive consumption amid high inflation and weak domestic demand. CJ CheilJedang’s Bibigo is an early mover, supplying a branded pantry (팬트리) on set to promote K-food staples like gochujang and kimchi to global viewers and planning future co-branded products. Other collaborations include Stella Artois (via OB Beer) marketing campaigns, convenience stores and cafés launching chef-developed ready meals and sandwiches—CU’s previous tiramisu and Momstouch’s chef burger tie-up drove strong sales—and specialty kitchen brands sponsoring cookware used by contestants. Industry sources say more sponsorships and product tie-ins will follow if the show maintains strong viewership; speed in partnering with breakout chefs will be key. Season 2 premiered on Dec 16 and will release 13 episodes through Jan 13, featuring a competition between 'black-silver' and 'white-silver' classes of chefs.
