From jungles to temples: How chefs took over entertainment

Chef Lim Seong-geun appearing on "You Quiz on the Block" / Courtesy of tvN

The standing of chefs in the entertainment industry has shifted. Once limited to appearing as panelists or assistants to celebrities on cooking programs, they have now risen to take center stage.

Following the recent success of Netflix's "Culinary Class Wars" and JTBC's "Chef & My Fridge," also known as "Please Take Care of My Refrigerator," broadcasters are scrambling to cast celebrity chefs.

"Culinary Class Wars" went beyond a simple cooking survival show, building individual narratives and worldviews for each chef. The “Black Spoon” versus “White Spoon” concept turned chefs into stars. "Chef & My Fridge" further proved the winning formula by highlighting chefs’ improvisational skills, competitive dynamics and distinct characters.

Broadcasters have since jumped into a fierce bidding war to cast chefs.

Channel A’s "The Chef and the Hunter" highlights chefs’ survival skills and creativity as they forage for ingredients in the wild. In contrast, Wavve’s new cooking show sets a different tone by combining spiritual practice with food in a Buddhist temple setting. Even the talk show "You Quiz on the Block" has invited chefs as key guests, spotlighting their life stories and philosophies.

This phenomenon marks a new trend in the industry. With mounting criticism that celebrity-centered casting has reached its limits, chefs are providing a much-needed refresh to the variety show landscape.

Chefs are seen as characters who possess both expertise and a sense of familiarity. Online communities and social media light up with recipe analysis and discussions of their entertainment personas when they appear. Food acts as a universal subject that allows viewers to empathize with chefs, while their personal narratives and philosophies win viewers’ hearts.

From the “strict artisan” to the “witty entertainer” or the “philosopher chef,” each displays a distinct personality. This represents a clear turning point from the traditional celebrity-focused format.

Broadcasters are also getting creative with how they utilize these characters. It is no longer just about casting someone who cooks well — it is about chemistry. The pairing of Edward Lee and MMA fighter Choo Sung-hoon in "The Chef and the Hunter," and the interaction between host Yoo Jae-suk and chef Lim Seong-geun on "You Quiz on the Block" are good examples of this dynamic casting.

However, critics warn that focusing on a few select chefs could lead to viewer fatigue. Production teams need to focus on human stories and differentiation.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.