‘Baking King’ K-dessert variety show! ‘Bite Me Sweet’ arrives in April!

This time, it’s K-dessert! A new form of K-content is ready to make its debut in the global market. Produced by Studio C.R., which has accumulated global format competitiveness based on 20 years of production know-how, the program selected for the Korea Creative Content Agency’s “2025 Global OTT Platform-Linked Production Support Program” will be released in April through Viu, one of Asia’s leading OTT platforms: 〈Bite Me Sweet〉(BITE ME SWEET, hereinafter 〈Bite Me Sweet〉).

〈Bite Me Sweet〉 is a variety show where five famous female pastry chefs from across Southeast Asia team up with five rising Korean male celebrity stars—Bae Min-gi, Seong Seung-ha, Lee Se-on, Lim Seong-gyun, and Cha Joo-wan—in pairs of two. Using K-ingredients, they create creative desserts. Beyond simply competing to prove their baking skills, the show captures the process of combining Korea’s diverse ingredients and K-sentiment with local sensibilities to complete “true K-dessert.” In particular, the final winning team gets the chance to open a pop-up store called “BITE ME SWEET” in Singapore. This is more than just a prize advantage—it’s a differentiated opportunity from existing survival programs, as it represents a practical business expansion chance to directly showcase the contestant’s brand and identity to the global market.

Above all, it’s drawing attention that “Baking King” Yoon Si-yoon joins as the sole MC, serving as a messenger to introduce K-desserts to audiences around the world. Also, the lineup of Korean male celebrity stars who will step in as “muses” to bring inspiration to the program is a major topic of interest. After intense auditions among roughly 300 candidates, they were selected for their star power as well as their visual appeal and collaboration abilities. They include Bae Min-gi, who majored in contemporary dance and has been active in numerous advertisements; Seong Seung-ha, the youngest member of the team that announced itself through 〈Player2〉 〈The Guy Exists as a Black Dragon〉; Lee Se-on, who came from “Produce 101”; Lim Seong-gyun, who has become familiar through the film 〈The Defendant〉, as well as the recent Wavve original series 〈The 4th Love Revolution〉 and the ENA series 〈Climax〉; and Cha Joo-wan, the next-generation Hallyu star rising across all of Asia, known for 〈Love Supremacy Zone〉.

Interviews with the five muses—Bae Min-gi, Seong Seung-ha, Lee Se-on, Lim Seong-gyun, and Cha Joo-wan—will be released in April through “Cineplay.”