Korean cooking-show fame turns into business as celebrity chefs target Taiwan

Korean cooking-show popularity is moving beyond television and onto Taiwan’s dinner tables, with celebrity chefs using delivery platforms to enter the market.

Foodpanda said orders for Korean cuisine rose 20% from September to December 2024, compared with the previous four months, while Korean cooking reality shows were attracting attention. The platform described the increase as evidence that entertainment trends can translate into demand for actual restaurant meals.

Celebrity chefs have begun following that demand across the sea. Korean chef Choi Hyun-seok previously worked with foodpanda on a high-profile menu that sold more than 1,000 portions on its first day. This year, Jung Ji-sun, known as the “Queen of Hong Kong Dim Sum,” is taking the next turn.

Jung’s brand, Sweet Honey, will open its first overseas outlet exclusively on foodpanda in Taiwan from Sept. 16. The launch will include platform-exclusive dishes and co-branded merchandise.

Foodpanda says its role now extends beyond delivering and selling meals. Its accumulated order data can show demand by location, time, category, product and consumer behavior. For overseas brands entering Taiwan for the first time, exclusive delivery-platform products and partnerships offer a way to reach customers and gauge the market before deciding how to expand.