It appears that every day a new Korean drama captivates Western audiences, and it’s not just about the phenomenon “Squid Game.” These popular hits often have uniquely entertaining concepts, whether they’re about a high-stakes game or a girl transforming into a chicken nugget. The most recent Korean hit on Netflix is the historical fantasy and time travel drama “Bon Appétit, Your Majesty,” which might just feature the wildest storyline yet.

The series “Bon Appétit, Your Majesty” follows Yeon Ji-yeong (played by Im Yoon-ah), a talented chef from contemporary Korea. After a significant achievement, a solar eclipse propels her back in time to the Joseon era. She finds herself at the royal court of King Yi Heon (portrayed by Lee Chae-Min), a character inspired by the historical Korean despot Yeonsangun from the early 1500s. Recognizing an opportunity to influence Korea’s turbulent history, Ji-yeong aims to win over the ruthless Yi Heon with her exceptional cooking.

The live-action series is derived from Park Guk-Jae’s web novel “Surviving as Yeonsangun’s Chef” and is dominating international charts on Netflix. If its acclaim persists, this could herald a new South Korean series to add to the esteemed collection of top K-dramas on the platform.

Netflix previously revolutionized marketing strategies with its “Squid Game” campaign, which involved crafting real-life versions of the show’s games—albeit with much lower stakes. In a similar bid for attention, “Bon Appétit, Your Majesty” is initiating innovative marketing tactics, starting with a chain of pop-up shops throughout Asia.

In contrast to “Squid Game,” the pop-up campaign for “Bon Appétit, Your Majesty” is not managed by Netflix but led by the show’s producer, Studio Dragon, due to the show’s soaring international success. These temporary shops, located in South Korea, Japan, and Thailand, will operate for a limited time from October 2 to October 11, as announced by Studio Dragon.

“In light of the immense local and global enthusiasm, the pop-ups are offering an array of merchandise inspired by ‘Bon Appétit, Your Majesty,'” the studio revealed in a statement published by Chonsun. Along with the pop-up stores, pre-orders for the official scriptbook have also commenced, which Studio Dragon believes will allow fans to cherish the show’s emotional resonance for years to come.