Brands should return to storytelling that makes us human

CULINARY programmes have been a staple of household viewing for decades but rarely has one taken the world by storm as did Culinary Class Wars, which received four million views in its first week of broadcast, becoming the most watched non-English TV series on Netflix during its debut. What makes this Korean programme so special has been its invigorating commitment to storytelling, where producers told the unique stories of people from all walks of life which not only brought to life the food being prepared but also helped the audience connect with each chef.

Historically, storytelling and entertainment were not just pastimes; they are foundational to our evolution. Thousands of years ago, without YouTube tutorials, there were fire and stories. These stories were not just for entertainment; they were meant to be remembered and to teach survival skills.

For centuries, a story had been passed down among the sea gypsies, a nomadic tribe living in the Thai islands, warning that one should seek higher ground upon seeing the ocean retreating unusually. As a result they were among the only ones who knew the 2004 tsunami was coming.