'Crazy Chef' leading K-food's rise

Famous in South Korea for years, Choi Hyun-seok has seen his popularity grow globally, thanks to his appearances on Netflix. He tells Sumiko Tan why he doesn't like following the crowd.

- Sumiko Tan

Even if Choi Hyun-seok weren't a celebrity chef, he would still stand out in a crowd. Towering at 1.9m, his posture is ramrod straight and there's a faintly theatrical air about him. It's probably part instinct, part habit, honed by years in front of television cameras.

This presence comes to life during our photography session. Chest puffed out, arms folded, then planted firmly on his hips, he stares into the camera with a half-smirk playing on his lips. It's a commanding aura that has helped make him one of South Korea's most famous chefs.

But over lunch, the showmanship softens. The flamboyant TV persona - his signature move is flinging salt on his dishes from above his head - turns out to be more of a carefully crafted public performance.

Off-camera, he is approachable and down-to-earth, and his smile is more cheeky than smug.

At 53, Choi has been a household name in South Korea for many years because of his appearances on several TV cooking shows. But streaming platform Netflix brought him international fame, including in Singapore.

In 2024, he was among 100 chefs competing in Culinary Class Wars, a South Korean cooking competition that became a global hit on Netflix. Although he didn't take the prize - finishing in the top eight he left an impression on viewers who hadn't known of him before.

Netflix also began streaming Chef & My Fridge, a hilarious Korean variety show where celebrity chefs, including many from Culinary Class Wars, have 15 minutes to cook for celebrities using ingredients from their home fridges, which are brought into the studio. The show is a reboot of Please Take Care of My Refrigerator, a popular South Korean cooking show that aired from 2014 to 2019.

Choi was in Singapore in September to promote a collaboration with Bulgogi Syo, a Korean barbecue restaurant chain.