웃는 사장(Chefs Incognito), 2023, JTBC(South Korea)
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Topline: 'Can celebrity chefs sell their food without using their fame?'
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Format: Delivery food cooking & sales competition
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Broadcast: 12 episodes × 82 minutes
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Period: June 25 – September 10, 2023
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Role: Development Producer, Series Producer/Director/Editor
In this first-of-its-kind cooking competition, three of Korea’s top celebrity food enthusiasts — each joined by two celebrity staff members — operate their own delivery-only restaurants with menus created exclusively for the show. With their celebrity identities concealed, teams must meet daily sales targets to avoid elimination. The restaurant with the highest total sales over ten days wins exclusive post-show business opportunities, such as meal-kit development or the launch of a dine-in restaurant.
Developed the show’s format and secured a commission from JTBC, a major South Korean broadcaster.
Oversaw the full production process — from development and pre-production to directing, shooting, and post-production — including series editing for all 12 episodes.
Secured multiple lucrative partnerships with a leading South Korean delivery app, Yogiyo, and numerous product placements, driven by the show’s novelty and commercial potential.
Article: Food business becomes new reality TV trend, The Korea Times, June 29, 2023
Press Conference: Watch the on-site coverage of the press conference, streamed live on June 22, 2023
Production Note
The One and Only Production Design
Three competitive kitchens coexist under one roof.
A single POS system serves all three businesses.
Developed a unique open-kitchen production design that allowed all contestants to observe each other’s operations in real time, capturing the raw, authentic emotions of competition and shaping the show’s distinct narrative and visual tone.
![[웃는사장]_3D이미지_230321 복사본-1_edited_edited.jpg](https://static.wixstatic.com/media/bbce96_6e0f9585c39a4c83993ba16b7b3f9939~mv2.jpg/v1/fill/w_600,h_876,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5B%EC%9B%83%EB%8A%94%EC%82%AC%EC%9E%A5%5D_3D%EC%9D%B4%EB%AF%B8%EC%A7%80_230321%20%EB%B3%B5%EC%82%AC%EB%B3%B8-1_edited_edited.jpg)
Extreme Reality
Unlike a typical staged entertainment show, this production operated as a fully authentic business experiment within the real delivery food market.
Prior to the launch and first shoot, no advertising or public disclosure of the celebrities’ identities was made, ensuring complete authenticity.
This extreme realism deeply immersed the cast in their roles and, in turn, enhanced the audience’s sense of immersion and connection to the show.