The Rise and Risks of Star Chef Reality Shows in the U.S.

Cooking reality shows featuring star chefs are becoming a major trend in the broadcasting industry. Chefs with high public recognition are effective in generating buzz at the start of a program. However, recent controversies surrounding some chefs have raised concerns that individual risks could burden the entire show.

tvN is set to launch a new variety show, 'Cooking is Painful!', on November 9. Chefs Kim Poong, Jung Ji-sun, Lee Moon-jung, and Jo Seo-hyung, along with comedian Lee Eun-ji, will participate in a cooking exhibition project to find new culinary ideas. About two weeks later, on the 21st, another chef show, 'Undercover Chef', will premiere. Chefs Sam Kim, Jung Ji-sun, and Kwon Sung-joon will go undercover as junior employees in foreign restaurants to complete missions.

Currently airing cooking shows include Channel A's 'Chef's Open Run', which premiered on the 26th. Chefs Lee Won-il, Jang Ho-joon, and Lee Seung-joon participate in real restaurant operations. SBS's 'The Strongest Road - Food Spoiler', featuring introverted chefs Choi Kang-rok and Kim Do-yoon, has been a hit since its debut on the 21st, ranking third in Netflix's 'Today's Top Series in Korea' and first in the variety show category.

The simultaneous surge of cooking shows is driven by the proven appeal of 'star chefs'. Chefs add credibility to programs with their culinary expertise and attract initial viewers with their established recognition and personalities. For producers, featuring familiar figures is a relatively safe choice compared to unfamiliar formats.

However, this structure also presents vulnerabilities. Cooking shows are increasingly focusing on chefs' characters and narratives rather than the food itself. While star chefs' recognition is a driving force for success, controversies surrounding individuals can lead to a decline in the program's credibility.

A notable example is Chef Lim Sung-geun. Gaining popularity through 'Black and White Chef 2', he became embroiled in controversy in January due to multiple DUI and assault charges. This raised issues of participant vetting, affecting the broadcasting industry. MBC's 'Point of Omniscient Interfere', tvN's 'You Quiz on the Block', and the web variety show 'Salon Drip' discarded footage featuring Lim. MBC's 'Pyeonstorang' and JTBC's 'Knowing Bros' canceled his appearances, facing backlash.

Chef Ahn Sung-jae's controversy also highlights the risks of star chef shows. On the 23rd, Ahn apologized for a wine-switching scandal at his restaurant 'Mosu Seoul'. A media outlet reported his potential involvement in Netflix's 'Black and White Chef 3', sparking debate over his participation, given his role as a judge in previous seasons. The restaurant controversy quickly became a broadcasting issue.

Despite the increased risks, the broadcasting industry finds it hard to abandon the star chef card. Chefs with established recognition and expertise are valuable resources for lowering entry barriers for new shows. Cultural critic Kim Heon-sik told TenAsia, "Programs centered around star chefs benefit from their established recognition and brand power, boosting initial ratings. The chemistry created by familiar figures is a proven element, reducing the likelihood of failure and enhancing promotional efficiency."

However, the limitations and risks are clear. Kim noted, "The higher the reliance on star chefs, the greater the impact of controversies or unexpected variables on the entire program. Additionally, if some star chefs appear in multiple shows consecutively, viewer fatigue may accumulate, potentially leading to a long-term decline in ratings."

The challenge for cooking shows featuring chefs is managing dependency and risks. While star chefs' recognition elevates the starting line for programs, unverified personal risks can quickly become a burden for the entire broadcast. Without participant vetting and discovering new faces, the success formula of star chef shows could turn into a risk at any time.

Jung Se-yoon, TenAsia Reporter yoon@tenasia.co.kr