Netflix’s cooking competition show “Culinary Class Wars” (Image courtesy of Netflix)
SEOUL, Oct. 21 (Korea Bizwire) – The popularity of Netflix’s cooking competition show “Culinary Class Wars” has ignited a boom in home cooking equipment sales in South Korea, according to recent data from a major e-commerce platform.
Gmarket, an online marketplace owned by Shinsegae Group, reported on October 20 that sales of kitchen-related items have skyrocketed in the first half of October compared to the same period last year. The surge is attributed to the show’s influence on viewers’ culinary aspirations.
Among the most dramatic increases was a 233% jump in sales of cooking graters. Other kitchen essentials also saw significant growth, with knife sales increasing by 167% and frying pan sets rising by 151%. Sales of pots climbed by 126%, while saucepans, steamers, cutting boards, and mixing bowls all experienced double-digit growth.
The trend extended beyond cooking implements to dining accessories. Sales of cutlery sets soared by 246%, while plate sales increased by 156%. Fork and knife sets saw an 80% uptick. Reflecting a desire to replicate fine dining experiences at home, wine accessory sales also rose by 95%.
Notably, the average per-customer purchase amount for kitchen items has nearly doubled compared to last year, indicating that consumers are willing to invest in higher-quality kitchen equipment despite inflationary pressures.
The most significant increase in per-customer spending was seen in fork and knife sets, up by 97%, followed by wine accessories at 65%. Knives and cutting tools, cooking utensils, frying pans, and saucepans all saw increases in average purchase amounts ranging from 23% to 37%.
Responding to this trend, Gmarket has launched promotional campaigns offering discounts of up to 66% on popular kitchen items through its daily special deals section, Super Deal. The platform is also offering next-day delivery on select items.
A Gmarket representative stated, “This is a clear example of how quickly trending topics can translate into consumer behavior in online marketplaces. We plan to strengthen our promotions to allow people to enjoy fine dining experiences at home.”
Ashley Song (ashley@koreabizwire.com)
