Netflix's 'Culinary Class Wars' Feeds Issue-Hijack Marketing Frenzy

Major Korean retail chains rapidly capitalize on trending cooking show's popularity, transforming viral moments into instant market success.

In a remarkable display of agile marketing strategy, South Korean convenience store giants are riding the wave of Netflix's hit show "Culinary Class Wars," transforming viral cooking moments into retail success stories through calculated "issue hijacking" marketing.

Leading the charge is CU, operated by BGF Retail, which partnered with the show's champion, Chef Kwon Seong-joon (known as "Napoli Mafia" on the show) of Via Toledo restaurant. Their collaboration brought the chef's viral chestnut tiramisu to convenience store shelves nationwide. The product's pre-launch performance was spectacular - all 20,000 units sold out in just 20 minutes, demonstrating the powerful impact of well-executed trend capitalization.

Viral chestnut tiramisu by Chef Kwon Seong-joon, known as "Napoli Mafia" on Netflix's Culinary Class Wars

Image: CU / BGF Retail

GS25, leveraging its official Netflix partnership signed last year, has taken an even broader approach. The chain is rolling out signature dishes from four featured chefs, including boiled pork, French toast sandwiches, seafood rice stew, and mala xiang guo (spicy stir-fry hotpot). "With these chefs' restaurants now virtually unbookable due to the show's success, we're making their creative dishes accessible to everyone through our stores," explains a GS25 representative.

Image: GS Retail

Marketing experts attribute this successful issue hijacking strategy to three key factors:

1. Timing: Swift response to trending content

2. Accessibility: Bringing high-end restaurant experiences to convenience stores

3. Authenticity: Direct collaboration with featured chefs

   
   

The ripple effect of this marketing approach extends beyond the collaborative products themselves. CU reports that ingredients featured in the show's challenges have seen significant sales increases - marron cream bread and chestnut products jumped by 31.1% and 42.7% respectively in early October.

The trend reflects a broader shift in Korean retail marketing, where IP (Intellectual Property) collaborations are becoming increasingly vital. Other examples include 7-Eleven's partnerships with Sanrio and the K League, and Emart24's collaborations with the TV show "The Iron Squad W" and Hollywood's "Venom: The Last Dance."

"The success of issue hijacking marketing depends on both swift execution and natural brand alignment," notes a marketing analyst. "Convenience stores are particularly well-positioned for such strategies due to their high customer touchpoints and easy purchase conversion."

The strategy shows no signs of slowing down. 7-Eleven has already announced plans to launch products inspired by the show, while other chains are likely to follow suit. "This isn't just about riding a trend," explains a retail industry expert. "It's about transforming viral moments into tangible consumer experiences."

This rapid response marketing approach by Korean convenience stores offers valuable insights into modern retail strategy, where success increasingly depends on the ability to quickly transform cultural moments into market opportunities. As the line between entertainment and retail continues to blur, such "issue hijacking" strategies may become a standard playbook for retail success in the digital age.

"The show's popularity has made booking at the chefs' actual restaurants difficult. We're bringing their signature creations directly to consumers through our stores." - GS25 Official

As Korean convenience stores continue to demonstrate mastery in trend capitalization, the industry watches closely to see how this marketing strategy evolves. The success of these campaigns suggests that "issue hijacking" marketing, when executed thoughtfully, can create win-win situations for retailers, content creators, and consumers alike.