Seven Eleven Cashes In on ‘Black & White Chef’ Win with Neo25 White Soju
Creatrip Team
2 months ago
Retailers are racing to partner with breakout TV chefs after Choi Kang-rok won Netflix’s cooking show ‘Black & White Chef’ Season 2. Convenience store chain Seven Eleven launched a limited run of distilled soju called Neo25 White, co-developed with Choi before the finale; sales accelerated after his victory. The show’s Season 1 collaborations (e.g., CU’s bestselling “Night Tiramisu” with winner Kwon Seong-jun and GS25’s 11-item line with runner-up Edward Lee) proved strong sales, prompting food and retail companies to seek similar tie-ups. Some firms note contractual timing limits in Netflix deals that require coordination before new collaborations go live. Industry experts say long-term success will depend on faithfully translating a chef’s recipes and philosophy into product taste and operations, not just celebrity name recognition.
