GUT Asia launches Stella Artois x Netflix Culinary Class Wars campaign in South Korea

Leveraging Stella Artois’s iconic “Worth More” global positioning, GUT Asia has created a cheeky twist on a traditional brand sponsorship for the launch of Stella Artois’s partnership with Netflix’s Series Culinary Class Wars Season Two.

Culinary Class Wars was a cultural phenomenon in South Korea, and globally, when it launched in South Korea at the end of 2024. Season Two has already been hyped as one of the most anticipated shows of Q4, 2025.

In the campaign, Stella Artois is positioned as the scene stealer, “worth more” than even CCW’s most iconic elements, from black spoon and white spoon chefs, to cooking challenges, playing with the show’s fandom and online popularity to connect with a wider Korean audience.

Stella Artois is launching the campaign with one of its largest OOH campaigns to date as part of the pre-launch hype, which will also be followed up by social and reactive content for the entire 5 week duration of Culinary Class Wars on Netflix.

Alex Lambrecht, CMO East Asia, AB InBev, said: “Culinary Class Wars is one of Korea’s biggest cultural moments. With Worth The Miss, we bring Stella’s ‘Worth More’ spirit to life in a fun and relevant way. This is a strong start to our global partnership with Netflix”

Carlos Camacho, Chief Creative Officer, GUT Asia, said: “With Worth The Miss, we wanted Stella to show up in Korea with wit and confidence. Playing with the energy of Culinary Class Wars lets us tap into a cultural moment in a bold but simple way, pure Stella”

This is one of the first campaigns emerging from ABInBev’s global partnership with Netflix, which will be rolling out across different regions and Netflix titles throughout 2026.

Credits
Client: Stella Artois
Agency: GUT
Chief Creative Officer: Carlos Camacho
Creative Director: Meyvi Wedelia
Creative Director: Gus Sung
Senior Copywriter: Ernest Chin
Art Director: Sixin Wu
Executive Producer: Monica Chang
Managing Director: Jessica Davey
Account Director: Danni Villanueva
Head of Strategy: Belynda Sim-Mak
Strategy Director: Chei Jeong Yoon Park
Production
Production: Nine Tailed Fox
Director: Ryo Woong
Producers: Danny Kang, Phil Kang
Photography
Photographer: Kang Ji Hoon
Post Production
Ade Korea