GenZ♡CJ ENM | CJ ENM

GenZCJ ENM vol.11

Connecting Moments: Bridging the New Generation and
Trendsetter,
Gen Z and the Leader of the Entertainment
Scene, CJ ENM Connecting Moments:
Bridging Gen Z, the New Trendsetter,
and CJ ENM, the Leader of
the Entertainment Scene

Insights on CJ ENM's Content
Captivating Gen Z

"I'm a Maknae,
but I Know My Stuff"
As the Maknae Grows,
So Does the Content

The Legend of Kitchen, Undercover Chef - Korea, ZEROBASEONE Park Gun-wook of CJ ENM

Content centered on so-called "MAKNAE-on-top" characters—the youngest members who turn the tables through exceptional abilities—is resonating strongly with Gen Zers. From dramas like The Legend of Kitchen Soldier to variety shows like Undercover Chef, and even "MAKNAE culture" across the global K-POP scene, the trend has expanded across a wide range of genres. At the heart of this trend are MAKNAE characters Gen Zers can relate to — and the vicarious thrill of watching them grow. Their journey from starting from scratch to carving out a place for themselves allows viewers to reflect on their own stories. And their almost "too-good-to-be-true" level of growth delivers an exhilarating rush that is hard to experience in real life. Such instant catharsis, without a long process of building things up, is quite literally a "Gen Z-style fantasy" for a generation accustomed to sped-up playback, skipping, and short-form clips. So, what makes the MAKNAEs in these shows so irresistible to Gen Z?

From Rookie Private to
Legendary Chef

The Instant Catharsis of
a Dramatic Level-Up

Park Ji-hoon form The Legend of Kitchen Soldier of CJ ENM Dram

The coming-of-age story every MAKNAE dreams of
The Legend of Kitchen Soldier: 2026’s No. 1 Drama on TVING and tvN The coming-of-age story
every MAKNAE dreams of
The Legend of Kitchen Soldier:
2026’s No. 1 Drama on TVING & tvN

For Gen Z, the certainty of small, immediate happiness is more valuable than the uncertain, distant future. That is why they gravitate toward content where achievement and satisfaction come quickly, rather than after a long buildup. The Legend of Kitchen Soldier taps into this preference with the "ultra-fast growth fantasy" Gen Zers love, built around a simple "complete a quest → unlock a skill" structure. The series offers a clear, intuitive look at Private Kang Seong-jae as he earns recognition not as a troublemaker, but as a military cook. He eventually becomes skilled enough to go head-to-head with chefs who have followed elite culinary paths—and ultimately earns the title of legendary chef. But the story isn't just about mastering complex dishes. It follows his inner growth as he forges his own path in cooking while holding on to the value of serving warm, delicious meals to the people around him in the military.

The Legend of Kitchen Soldier brings the protagonist's growth to life visually through familiar "game" mechanics. Through his status screen, Kang Seong-jae can use the "Hero's Eye" to see everything from ingredient freshness and recipes to his colleagues' affinity levels, allowing him to clear quests quickly without frustrating periods of stagnation. Each completed quest immediately unlocks skills such as "Supertaster" and "Fire-Control Magician," allowing him to create increasingly advanced dishes. Audiences, in turn, can share in that same sense of accomplishment at every step. As he gains more skills, the show delivers the kind of growth narrative Gen Z loves: "Keep the buildup short, make the payoff hit hard." By giving audiences the satisfaction of clearing quests one at a time, The Legend of Kitchen Soldier ranked #1 in cast buzz during its very first week on air. Following its finale, it became TVING's all-time #1 title for paid subscriber contribution and topped tvN ratings in 2026.

The food reactions became entertainment in their own right, drawing even more attention to Private Kang Seong-jae's growth. The show's distinctive way of describing flavors as if telling a story became a signature of The Legend of Kitchen Soldier, serving as a hook for attracting viewers while vividly conveying each episode's unique tone and the series as a whole. From describing sea urchin seaweed soup as "the descent of an angel" to calling a homemade hamburger "soul food made by grandma," the show brought familiar flavors to life through vivid, imagination-sparking descriptions. On the other hand, even the unfamiliar fusion dish "Kalguksu Pasta" was playfully described as "a blend of honeymoon memories in Europe and a foul-mouthed Korean grandma's cooking," helping the video surpass three million views. Scenes featuring The Legend of Kitchen Soldier's iconic dishes later inspired product and character collaborations, while the boy group "Migak Boys," born from the show's food reactions, went on to perform special stages at M COUNTDOWN and the Blue Dragon Series Awards, among other extensions.

(Top) Character collaboration between
The Legend of Kitchen Soldier
and Zanmang Loopy
(Bottom) M COUNTDOWN special stage
by “Migak Boys”

Masters with a
“MAKNAE Mindset”
The Passion That Wins
Gen Z’s Support

Sam Kim Jung Ji-sun Kwon Sung-jun from Undercover Chef - Korea of CJ ENM Entertainment show

A steep rise fueled
by chefs' relentless pursuit of learning
Undercover Chef's finale ratings
tripled from the premiere

Amid growing anxiety that "AI could replace me," Gen Zers feel a particularly strong sense of insecurity about their livelihoods and futures. That is why they have even greater respect for those who survive fierce competition through skill and determination. tvN's variety show Undercover Chef taps directly into this sense of insecurity and aspiration among Gen Z. Three of Korea's most celebrated chefs—Sam Kim, Jung Ji-sun, and Kwon Sung-jun—went undercover as "MAKNAEs" in the countries their respective cuisines originate. Despite their years of expertise, they had to adapt to unfamiliar environments, like young professionals just starting their careers, resonating with Gen Z.

The premise of Undercover Chef was simple: take chefs who had already reached the top in their fields and make them start again from scratch. Three Korean chefs concealed their real names and reputations and took on a challenge at local restaurants: get a new dish added to the menu within five days. However, impressive careers meant little in an unfamiliar kitchen. Even these chefs, with a combined 61 years of experience, had to learn through trial and error as they adapted to local methods. Jung Ji-sun, known as the "Queen of Chinese Cuisine" in Korea, was a prime example. She initially struggled with a wok technique completely different from her own, but through relentless effort, she eventually earned her own cooking station. Videos capturing her unexpected struggles surpassed four million views on YouTube, and Jung Ji-sun ranked No. 1 in cast buzz. Seeing even the best in their field having to relearn and grow in unfamiliar surroundings resonated with audiences: Regardless of one's accomplishments, every new beginning turns one into a challenger again.

“Chef Jung Ji-sun’s Wok Challenge” Clip
Surpasses 4 Million Views “Chef Jung Ji-sun’s Wok Challenge”
Clip Surpasses 4 Million Views

Undercover Chef was less a cooking survival competition than a journey back to one's roots, centered on rediscovering what makes each chef unique. That is why the show won the hearts of Gen Z, regardless of whether the chefs succeeded or failed their missions. Hee-tae (Sam Kim), the model student who carries his own writing supplies and learns every step of the way; Sunny (Jung Ji-sun), who keeps persevering until she succeeds; and Kwon (Kwon Sung-jun), who brings out his full potential with confidence. Since the planning stage, the production team focused on each chef's individual values. As a result, watching the three chefs overcome challenges in their own distinct ways became one of the show's biggest draws. Undercover Chef delivered cathartic moments as the chefs' true abilities, hidden behind their assumed identities, finally came to light. The show ultimately ranked No. 1 among all new TV variety programs in 2026, offering a new sense of empathy and comfort in an era of fierce competition for survival. Despite their long careers, the chefs' love for their profession and passion for creating better dishes inspired their local colleagues to genuinely root for the MAKNAE's growth. Gen Z responded enthusiastically to the close bonds they formed, not only among the cast but also with their coworkers. Fans began posting photos of themselves visiting the respective restaurants to meet the chefs' colleagues, and the concept even expanded into a spin-off featuring local chefs visiting Korea. Watching accomplished professionals draw on years of hard-earned expertise to navigate unfamiliar environments while humbly starting over left a lasting impression, earning them deep respect even after the challenges came to an end.

The MAKNAE Bond with
Their Members
: From Cherished MAKNAE
to Stage Commander

BTS Jung Kook aespa NINGNING ZEROBASEONE Park Gun-wook

the K-POP dark horses,
the “MAKNAE” who became a K-Character

While global pop stars often draw attention as solo artists, K-POP groups are embraced by fans as one team, where members become one. Within these communities, the MAKNAE is more than simply the youngest member. They are a cherished member, nurtured by both the members and the fans. That is why "MAKNAE" has remained untranslated, becoming a uniquely global K-POP term in its own right. When a MAKNAE, who was always looked after, achieves a remarkable feat, fans experience the overwhelming feeling, "Our MAKNAE is all grown up now!" along with the catharsis of watching them grow. While the achievement belongs to the artist, the pride and affection that come from watching the journey belong entirely to the fans.

In the K-POP scene, a MAKNAE's relationships with the other members are an important part of their identity. That's why fans discover a new side of the MAKNAE whenever these young members step forward to showcase their own individual abilities. The artist who most symbolically embodies this kind of MAKNAE growth is Jungkook of BTS, famously known as the "Golden MAKNAE." At debut, Jungkook was a middle-schooler whose many talents made him the pride of his older teammates. Today, he has become a K-POP solo artist with a distinctive voice, reaching one billion Spotify streams in just 409 days—the fastest in the platform's history. For fans who remember his teenage years, such growth has had an especially powerful impact. NINGNING of aespa, too, first made a name for herself as an SM Rookies trainee before establishing herself as an all-rounder within the group. She has since grown into a globally influential artist known for her distinctive vocal tone and fashion style. Her commanding presence was on full display when she walked the Met Gala red carpet in a custom-made dress, further showcasing her global influence both on stages and as a brand ambassador.

Park Gun Wook, ZEROBASEONE’s lead dancer
who has grown into an MC on M COUNTDOWN

The MAKNAEs who came through Mnet's survival shows continue to give fans countless reasons to fall for them even after achieving their dream of debuting. Jeon Somi from I.O.I, Lee Dae Hwi from Wanna One, Jang Wonyoung from IZ*ONE, and Park Gun Wook from ZEROBASEONE... What makes them increasingly captivating is how far they have pushed themselves beyond their limits, from their most youthful, inexperienced days before their debuts to where they are today. Jeon Somi into a solo artist exploring new directions; Lee Dae Hwi into an artist gearing up for a new chapter; Jang Wonyoung into a muse for numerous brands; and Park Gun Wook into an all-rounder moving fluidly between stage performance and hosting. Survival shows were only the beginning for these MAKNAEs. For fans who remember the nerves of their debut, their next chapter will be even more exciting.

Let’s take a moment to reflect on the journey so far.

From turning the tables on reality with newfound superpowers, to overcoming challenges with a MAKNAE mindset and building thrilling growth arcs through unexpected charm, CJ ENM’s MAKNAE characters have brought the spirit of “MAKNAE on Top” to life. For Gen Z navigating an uncertain world, these stories offer more than the satisfaction of seeing the underdog come out on top. They offer comfort, empathy, and the courage to think, “I can do it, too.”

CJ ENM will continue to bring audiences diverse stories that offer new forms of fun, comfort, and connection. We hope you’ll look forward to the new stories and captivating MAKNAEs that will capture our hearts next!

CJ ENM’s Next Content

Spotlighting the Charm of the MAKNAE