"It costs 370,000 won per person, but I probably won't be able to go this year."
This is the most common sentiment in foodie communities these days. Since the hit Netflix show "Culinary Class Wars," reservations at chef-owned restaurants have become as competitive as concert ticketing, leaving many high-end establishments fully booked despite steep prices. Data shows Michelin restaurant visits have surged, fundamentally transforming the dining market.
'Culinary Class Wars' Restaurants See 42% Surge
According to Shinhan Card's Big Data Research Institute on May 19, Michelin restaurant visits in 2025 rose 21.2% year-over-year. Restaurants run by chefs who appeared on "Culinary Class Wars" saw visits jump 42.2%, demonstrating the show's powerful impact.
Growth varied by Michelin star rating. One-star restaurants grew just 3.9%, while two-star establishments surged 34.9%, driving expansion in the premium dining market.
Social media trends reflected the shift. Mentions of "Michelin" and "fine dining" increased 43.2% and 11.4% respectively compared to 2023. Associated keywords evolved from "anniversary" to experience-focused terms like "chef," "signature," and "pairing."
'Can't Get In Even at 370,000 Won'—Reservation Wars Intensify
The challenge is that diners simply cannot secure tables. According to restaurant platform Catch Table in January, reservations and waitlists at chef restaurants jumped an average of 303% per venue after the broadcast. Popular establishments are fully booked, with only "vacancy alert" notifications available.
Chef Son Jong-won's restaurant "Itanic Garden" charges 250,000 won for lunch and 370,000 won for dinner, yet has no available reservations—only vacancy alert sign-ups remain open.
Users report "money isn't the problem—there are no seats" and "getting a reservation is like winning the lottery," while sharing booking tips online.
Search activity and saves have exploded. "Save for later" bookmarks averaged a 1,381% increase, while simultaneous mentions of "Culinary Class Wars" and "Catch Table" surged 488%.
Chefs themselves have become content. Moving beyond the "strict artisan" image, keywords like "funny" and "respected" now dominate, spawning dedicated fandoms.
'Experience Over Taste'—Dining Becomes Content
The shift extends beyond fine dining. After Season 1, Chinese cuisine visits rose 168.3% and Western cuisine 165.8%. Following Season 2, Korean cuisine jumped 85.6% and Japanese 75.9%.
Even casual dining grew. Searches for bars increased 52.1%, street food 35.8%, and pasta 16.8%.
Notably, more accessible restaurants run by "Black Spoon" chefs—contestants who entered without formal credentials—saw lunch visits rise 105%, spreading the trend to everyday dining.
The industry views this as the full emergence of "experiential consumption." Dining out is no longer just about taste and price—it has become content encompassing story, chef, and space.
A Shinhan Card Big Data Research Institute official said, "This analysis confirms the rapid expansion of experiential consumption in the dining market. The criteria for dining out are shifting beyond taste and price toward experiential values including story, space, and the chef's personality and philosophy."