As soon as Netflix's original variety show "Culinary Class Wars: Season 2" (hereafter Culinary Class Wars 2) was released, retailers began rolling out collaboration products one after another. Collaboration products sold out in a streak during Culinary Class Wars 1, cementing the formula that "content equals sales." As competition intensifies to secure chefs and recipes, retailers and food companies are rushing to collaborate with the appearing chefs even before the winner is announced.
According to the retail and food industry on the 30th, collaborations with the appearing chefs have been continuing mainly at convenience stores and cafes since the release of Culinary Class Wars 2. While Culinary Class Wars 1 saw full-fledged collaborations after the program ended, Culinary Class Wars 2 is seeing pre-release collaborations even before the winner is announced.
Convenience stores moved first. Emart24 signed an exclusive pre-release deal with Son Jong-won, a "white spoon" appearing chef, and began offering lunch boxes, kimbap, and sandwiches on the 26th of last month, before the show aired. Starbucks launched the "Barbecue Two-Cut Beef Sandwich," created in collaboration with Yoo Yong-uk, a "black spoon" appearing head of a barbecue research center, in limited quantities at select stores early this month. Despite the steep 14,500 won price, it sold up to more than five times the volume of existing popular sandwiches. As it sold out every lunchtime, the number of stores selling it was increased from five to 10.
CJ CheilJedang, which provides the dedicated pantry the appearing chefs use on the program, plans to introduce products co-developed with the chefs' recipes. #Maeil Dairies Co. is also said to be reviewing the launch of collaboration products with the appearing chefs.
The driving force behind this speed race is the learning effect from Culinary Class Wars 1. Convenience store CU, operated by BGF Retail, launched "Chestnut Tiramisu" with winner Kwon Sung-jun right after the season ended and sold a cumulative 2.5 million units. Lotteria's "Napoli Mafia Mozzarella Burger," released in collaboration with Chef Kwon, recorded cumulative sales of 6 million units and was moved to the regular menu.
Mom's Touch's "Edward Lee Thigh Burger," created with Culinary Class Wars 1 runner-up Chef Edward Lee, also sold out within 30 minutes of preorders opening. Lotte Mart's "It's Me Series" beef grill products, co-developed with Choi Kang-rok, sold more than 120,000 units within three months of launch.
The industry views the Culinary Class Wars series as a trustworthy intellectual property (IP) and is opting for a pre-investment strategy. The narrative built by blind evaluations and a survival format stimulates viewers' "rooting psychology," naturally leading them to buy products that carry the chefs' stories.
A food industry official said, "The success formula that Culinary Class Wars demonstrated is that the affection for one's 'one pick' (the single favorite among multiple candidates) that forms while watching the show leads to a purchase," adding, "As awareness grows that missing the early timing reduces effectiveness, pre-collaborations are increasing even before the season ends."
In particular, some in the industry say that while Culinary Class Wars 1 broadened interest in Korean food, Culinary Class Wars 2 is further solidifying the path from content to purchase. The goal is to target global viewers and pursue overseas expansion of K-food.
A retail industry official said, "Culinary Class Wars 2 is so popular that it ranks near the top in 93 countries where Netflix operates," adding, "From the perspective of expanding presence and brand recognition in overseas markets, pre-collaboration is inevitably attractive."
Lee Eun-hee, a professor in the Department of Consumer Science at Inha University, said, "To ensure collaboration products don't end as a 'flash in the pan,' planning and research and development for long-term sales are necessary," adding, "If the taste and story of collaboration products continue to be shared online and through social media after the broadcast, expanding the K-food market will also be possible."