This study analyzes Season 1 of Netflix’s original reality-competition series Culinary Class Wars (Heukbaek Yoris a: Culinary Class War), examining how the “Black Spoon vs. White Spoon” class narrative is structured and how it articulates with the politics of affect to operate as a strategy for the globalization of K-content. For this purpose, the study treats all episodes as primary texts and adopts an integrated analytical framework that combines narrative analysis, discourse analysis, and platform analysis. In addition, it systematically reviews a wide range of paratexts, including interviews with producers and participants, promotional videos and posters, in-platform synopses and category placements, as well as YouTube clips and promotional materials released through official social media accounts.
The findings show that the “Black Spoon vs. White Spoon” configuration functions not merely as a provocative title but as a semiotic system that cuts across contestant profiling, visual contrasts, kitchen spatial arrangements, linguistic address and labeling, and the design of missions and evaluation rules. Through this system, the program renders unequal starting points visible while intensifying competitive tension and affective immersion. However, rather than developing into a critical recognition of structural inequality, the class distinction is increasingly reframed within an uplifting narrative that emphasizes the underdog’s challenge and growth and reduces inequality to individualized competence and attitude under the moral sentiment that “those who work hard deserve respect.” As the season progresses, producers reorganize inter-team antagonism and conflict into a storyline of “healthy stimulation for better cooking” and camaraderie, thereby suturing sharp class antagonism with a humanitarian message of “human dignity beyond class” and depoliticizing and obscuring class realities. At the same time, Netflix’s platform apparatus—genre/mood categories, thumbnails and synopses, and translation/localization through subtitles and dubbing—reconfigures Korea-specific “spoon” discourse into a universal format of a culinary survival competition that combines an underdog-versus-elite-chef confrontation with intense rivalry and strong emotions, positioning it in the global market as a commodifiable K-class narrative and a K-variety brand.
In sum, this study elucidates how a locally situated class discourse is commodified and decontextualized within the circuits of platform capitalism, and how mechanisms of depoliticization operate through affect mobilization and fairness discourse. Furthermore, by proposing an integrative analytical framework that jointly considers class narrative, affect, and platform structures, the article aims to provide a theoretical basis for subsequent K-content research that links class, affect, and platform dynamics.