I had a bit of an epiphany yesterday while watching a C variety show and thinking about the foot traffic. It made me start questioning something I’ve noticed across a lot of K-variety shows: how much of the customer traffic and business success we’re shown is genuinely organic, and how much is because people know they’re walking into a TV show where celebrities are working?
Take The Genius Paik S1 in Napoli. I remember them putting tables outside, having the staff eat outside, using the video billboard of them eating, etc. All of these were presented as clever marketing strategies to attract customers, and they probably were. But I kept wondering: how effective would those strategies actually be once you remove the cameras and celebrity factor?
Would a random person walking down the street see a brand-new restaurant serving unfamiliar cuisine, with no established reputation, and spontaneously decide to walk in? The same thing happened in S2, where the restaurant eventually became very busy.
Then there’s Jinny’s Kitchen 2, where the queues and waiting list became almost a daily occurrence. Again, I can’t help wondering how much of that is the restaurant itself and how much is the appeal of “I can go eat at a restaurant where celebrities are actually serving me.” I thought S1 felt a little more organic because you had families, colleagues and people meeting up for dinner, so it still retained that feeling of a normal restaurant.
I think Youn’s Kitchen did this particularly well. In S1 and S2, you could actually see them struggling to get customers. People would walk past, look at the restaurant, hesitate, check the menu and eventually decide whether to come in. S2 especially showed the curiosity of people living in that remote area and how they recommended the restaurant to others. I also loved seeing other restaurant owners/staff come to eat there because it felt like genuine word-of-mouth rather than “I’m here because I know a TV show is filming.” Even that guy who joked about Park Seo-joon’s Instagram followers being higher than his while PSJ was serving him felt like such a normal, organic interaction.
Youn’s Stay is slightly different because it operated primarily through reservations, so it wasn’t really testing spontaneous foot traffic. But even then, I wonder how many people would have gone out of their way to stay there if it weren’t for the celebrity factor and the knowledge that it was going to be on television.
I started noticing the same progression with Unexpected Business. S1 felt very organic because they were in a remote village, serving local residents and regular supermarket customers. By S2, the restaurant started attracting people from surrounding areas, and by S3 the flow of customers sometimes felt almost too convenient — one group leaves and another seems to arrive immediately, to the point where I started wondering whether there was effectively a waiting list that we simply weren’t seeing.
And interestingly, the customers themselves seemed much more camera-conscious in the later seasons. In S1, we got those lovely mundane conversations you would actually hear in a small shop. Later, there seemed to be more of the standard variety-show conversations: “How long have you been in the US?”, “Your Korean is still good!”, etc. Even the atmosphere felt different.
Then there’s Bonjour Bakery. They were selling in a small town with an older demographic, and there was a reason a bakery wasn’t necessarily the obvious business for that particular location in the first place — the local population’s age and existing tastes/preferences. Without the celebrity factor and the grandchildren bringing their elderly family members along, would that business genuinely have attracted enough customers to thrive?
Same question applies to Kang’s Kitchen, Coffee Friends, Hyori Homestay, Kian B&B, Jae Suk B&B and so many other service industry/ hospitality variety shows.
The one that feels like a different case to me is Korean Hostel in Spain, because the location itself already had a built-in stream of potential customers: pilgrims walking the route. The celebrities may have helped, but there was already genuine foot traffic there.
So now I’m wondering:
When we watch these shows and marvel at how successful the restaurant/store/business becomes, how much of that success do you think is actually transferable to an ordinary business once you strip away the celebrities, cameras, publicity and curiosity factor?
And does this change how you view the “business genius” moments in these shows? Are the celebrities genuinely demonstrating brilliant business ideas, or are some of these strategies only working because the biggest marketing tool is standing right there on camera? 😂