London’s entertainment scene has seen a major moment. CJ ENM and the Korean Cultural Centre UK (KCCUK) co-hosted a special screening of the hit series “The Legend of Kitchen Soldier.” This was the first-ever joint event between the two groups in London. It drew a mixed crowd of industry executives, media professionals, and fans. Interest in the premiere was unusually high. Registration numbers hit four times the original capacity. Organizers had to expand seating to keep up with demand.
The “Jjambab” Effect: Why London Fell for “The Legend of Kitchen Soldier”
While many K-dramas focus on romance or high-stakes thrillers, this screening highlighted the rising global fascination with the “military food fantasy” genre. Attendees expressed a particular interest in the unique military setting and the specific “jjambab” culture, the idiosyncratic food and dining customs of the Korean military. For many London viewers, the depictions of “kitchen soldier” life and authentic mess hall scenes offered what they described as a “fresh and accessible glimpse” into Korean society and everyday emotional sensibilities.
The series centers on Kang Seong-jae, played by Park Ji-hoon. He’s a recruit navigating the rigid hierarchy of the barracks. He does this through a mysterious culinary quest system. This setup lets the show turn a distinctly Korean experience into something more. It became a universal story of resilience and growth.
A Strategic Milestone for K-Content in Europe
The collaboration between CJ ENM and the KCCUK represents a new model for cultural diplomacy, moving beyond digital streaming to create physical, immersive experiences. Park Hyo-keon, Director of the KCCUK, emphasized the importance of this medium in bridging cultural gaps:
“As webtoon-based K-dramas continue to expand into global markets in increasingly diverse ways, this event provided a meaningful opportunity to share aspects of Korean everyday culture and emotional sensibilities through the medium of content.”
Park Hyo-keon, Director of the KCCUK.
He further noted that through such programs, the KCCUK aims to continue introducing the “cultural value and creative potential” of Korean intellectual property (IP) to broader Western audiences.
Beyond the Screen: Immersive “Frame-Within-a-Frame” Marketing
One unique aspect of the event was the “Korean Food-Themed Reception,” which allowed guests to taste refreshments inspired by the actual dishes featured in “The Legend of Kitchen Soldier.”
This approach, which industry observers call “frame-within-a-frame consumption,” is a marketing strategy designed to deepen audience immersion by bringing fictional elements into reality.
To ensure the buzz translated into long-term viewership, Rakuten Viki participated by distributing one-month free subscription vouchers to the entire audience, encouraging them to continue the journey of the “kitchen soldier” immediately upon leaving the theatre.
The Future of Webtoon IPs: Insights from Diane Min
Following the screening, Diane Min, Head of Europe Sales at CJ ENM, led an in-depth Q&A session that delved into the business mechanics of the global content market. The discussion focused on how Korean streaming originals are leveraging international distribution partnerships to reach audiences in over 17 countries via platforms like HBO Max and Rakuten Viki.
Reflecting on the night’s success, Diane Min highlighted the broader implications for the industry.
“Seeing industry peers and fans come together to laugh and connect with “The Legend of Kitchen Soldier” reaffirms the universal appeal of our stories. This is just the beginning of our journey to bring more diverse, high-quality K-content to the UK market”.
Diane Min, Head of Europe Sales at CJ ENM.
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