[Spoon and knife, photo credit to Unsplash]

The Korean Netflix cooking competition “Culinary Class Wars”  has captivated a global audience, sparking both a surge in culinary interest and notable shifts in consumer behavior. 
 

As the show’s popularity soars, its influence is becoming increasingly evident in the retail sector, with sales of kitchenware, high-end utensils, and culinary tools skyrocketing across e-commerce platforms.

Gmarket, one of Korea’s largest e-commerce platforms, reported remarkable sales growth between October 1-16, fueled by the show’s influence.

During this period, knife sales surged by 167%, with frying pans and cutting boards rising by 151% and 40%, respectively.

Other essential categories, such as forks, spoons, and premium cutlery sets, saw double- and triple-digit increases.

Fork and spoon sets alone experienced a 246% growth in sales, and demand for other utensils such as knives and serving tools continued to climb.

The trend suggests that consumers are not merely purchasing tools but are also investing in the quality and aesthetics of their dining experiences.

Interestingly, this trend extends beyond basic cooking items.

Wine accessories, which complement the fine dining experience many viewers hope to recreate, saw a 95% increase in sales compared to the previous year.

Gmarket quickly adapted to the growing demand by expanding its product lineup and launching strategic promotions.

Its “Super Deal” section now offers discounts of up to 66% on popular products like pots, knives, and dishware, encouraging consumers to invest in premium tools without breaking the bank.

Additionally, as a way to meet the demand quickly, Gmarket introduced its “Star Delivery” service, offering next-day shipping on essential kitchen items, ensuring that customers’ needs are met as soon as possible

This quick turnaround appeals to home chefs eager to begin their culinary journeys immediately.

This surge in sales reflects a growing trend where consumers, despite economic uncertainties, prioritize quality products that enhance everyday experiences.

Gmarket reported that the average transaction value for kitchenware purchases has nearly doubled compared to the previous year, signaling a shift toward high-end, long-lasting tools.

For instance, premium forks and knives saw a 97% increase in spending, and cookware items such as frying pans, knives, and pots maintained robust growth.

This willingness to invest in top-tier kitchen products indicates that consumers are viewing home cooking not just as a necessity but as a rewarding hobby and creative outlet.

The rising popularity of Culinary Class Wars ties into a broader cultural shift where cooking is viewed as more than just a household chore—it has become an opportunity for creativity, relaxation, and social bonding.

Inspired by food-centric entertainment, many viewers are embracing cooking as a way to explore new flavors and techniques while sharing experiences with family and friends.

This phenomenon reflects what some analysts are calling a “home gourmet renaissance,” where the distinctions between professional and amateur cooking blur, allowing everyday consumers to experiment with fine dining at home.

The tendency also coincides with the increasing significance of experiential consumerism.

Customers are seeking experiences that are more than just eating, whether they are eating out or cooking lavish meals in their homes.

Cooking and eating become as much about the process as the outcome, as part of a larger movement to improve quality of life via food.

By emphasizing high-quality items, exclusive deals, and prompt delivery, Gmarket capitalizes on this mentality and positions itself to satisfy both realistic and aspirational customer demands.