Why are kitchenware and furniture companies increasing marketing tied to Culinary Class Wars Season 2?

Companies are expanding consumer touchpoints by sponsoring products, launching collaboration items and running campaigns as Culinary Class Wars Season 2 gains popularity. The article says the goal is to boost sales by leveraging the program’s popularity through online and offline distribution channels.

Company News

Yuhan-Kimberly Launches 'Kleenex Pull-Out Kitchen Towel Black and White Chef Edition'... Accelerating Collaborations in the Kitchenware Industry

Q: What did Yuhan-Kimberly launch in connection with Culinary Class Wars Season 2?

Yuhan-Kimberly launched the Kleenex Pull-Out Kitchen Towel Black and White Chef Edition. The product uses a black-and-white color scheme and cooking-scene designs on the package to reflect the identity of the Netflix cooking competition program Culinary Class Wars Season 2.

Q: Which other brands and items were highlighted in the article?

Hanssem supported items such as the EURO 900 Tate Island and an extra-large pantry cabinet, and reported an 80% year-on-year rise in Kitchen Bach lineup sales in December last year. Fissler Korea supported chefs with Solarim pots and pressure cookers, Vitavit Premium pressure cookers, Original-Profi Collection pots and Adamant pans, while Denby Korea produced Korean cuisine content with chef Im Seong-keun using its Kiln collection.

Yuhan Kimberly

SUNHEE NAMKUNG

Posted : 2026.04.10 17:43

Yuhan-Kimberly has launched the 'Kleenex Pull-Out Kitchen Towel Black and White Chef Edition' and will roll out marketing for kitchenware and furniture that uses Netflix IP together with Hanssem and Fissler Korea.

Background to the kitchen industry’s push for Culinary Class Wars Season 2 marketing As Netflix’s cooking competition program 'Culinary Class Wars Season 2' gains popularity, Yuhan-Kimberly and Hanssem, among other small and mid-sized companies, are stepping up related marketing efforts. Companies are expanding consumer touchpoints through the program by sponsoring their products or launching collaboration items.

Hanssem's sponsored products and sales growth As an official special partner, the furniture company supported items such as the 'EURO 900 Tate Island' and an extra-large pantry cabinet. According to Assistant Manager So Mi-hyun at Hanssem, sales of the company's 'Kitchen Bach' lineup rose 80% year on year in December last year, driven by marketing tied to Culinary Class Wars Season 2. Hanssem is also running the 'Kitchen Is Skill' campaign, with judge and chef Ahn Sung-jae serving as ambassador.

Features and strategy of Yuhan-Kimberly's Kleenex edition Yuhan-Kimberly has introduced the 'Kleenex Pull-Out Kitchen Towel Black and White Chef Edition' to the market. The product features a black-and-white color scheme and cooking-scene designs on the package, reflecting the identity of the program. A Yuhan-Kimberly official said the company plans to offer both a decorative kitchen effect and a new cooking experience through the Kleenex product, while emphasizing the convenience of pulling it out with one hand.

Current product support from cookware and tableware brands Fissler Korea supported chefs with Solarim pots and pressure cookers, Vitavit Premium pressure cookers, Original-Profi Collection pots, and Adamant pans. Denby Korea worked with chef Im Seong-keun to produce Korean cuisine content using the 'Kiln' collection. This is an example of brand promotion that moves beyond conventional product placement and instead uses chef-led content.

At a Glance: 5W1H [Who] Yuhan-Kimberly and Hanssem [When] During the airing of Culinary Class Wars Season 2 [Where] Online and offline distribution channels [What] Collaboration product launches and sponsorships [How] Design editions and campaigns [Why] To boost sales by leveraging the program's popularity

This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.